Segmentation of Foreign Tourists Based on Emotional Perception—The Case of Granada, Spain

Abstract

The aim of the present research was to present the typologies of foreign tourists in the city of Granada, Spain, based on their emotional perception and interest in culture using different fieldwork methods. The main obtained results determine four segments of tourists: cultural, alternative, heritage, and emotional. The results also show that, in addition to cultural reasons, tourists presented other types of attractions that encouraged them to visit the city. Regarding the satisfaction variable, the obtained results show that satisfaction increased when cultural reasons had a strong influence on the tourists’ choice of destination. This research contributes to identifying the characteristics of the different visitor segments, with the aim of designing tourist and cultural products that can more efficiently satisfy their needs. This will have a positive impact on the economic development of the city of Granada with an increase in tourist spending, which will lead to an increase in employment and urban development.

Keywords

• segmentation
• motivation
• satisfaction
• World Heritage Site
• destination
• emotional perception