¿Es eficaz la marca WHS en la atracción de turismo internacional? Evidencia sobre España

Julio Vena Oya; Ana Belén Mudarra Fernández; Alberto Calahorro López; Ana María Cazallo Antúnez

doi:10.25145/j.pasos.2022.20.020

Autores/as

Julio Vena Oya Universidad de Jaén https://orcid.org/0000-0002-8120-6590
Ana Belén Mudarra Fernández Universidad de Jaén https://orcid.org/0000-0001-5299-2038
Alberto Calahorro López Universidad de Jaén https://orcid.org/0000-0003-1354-8107
Ana María Cazallo Antúnez Universidad de Jaén https://orcid.org/0000-0003-0219-0891

DOI:

https://doi.org/10.25145/j.pasos.2022.20.020

Palabras clave:

Marca WHS, Turismo cultural, Turismo internacional, Gestión turística, Marketing Turístico

Resumen

El presente trabajo trata de dar respuesta para el caso de España a la pregunta de si la marca WHS es capaz por sí sola de actuar sobre la atracción de turismo internacional. Para ello se analiza la llegada de turistas según su procedencia en 12 de las 15 ciudades españolas con la distinción de Patrimonio de la Humanidad, tratando de segmentar dichas ciudades en grupos homogéneos que difieran en cuanto a la procedencia de sus turistas, identificando las características de estos destinos para tratar así de dar respuesta a dicha cuestión. Los resultados arrojan una clara distinción de los dos segmentos encontrados, concluyendo que en efecto esta distinción no es capaz por sí sola de atraer un elevado flujo de turismo internacional, si no que ello se puede deber a otras causas tales como otra tipología de oferta que ofrezca el destino y motive al turista internacional a visitarlo.

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