Market segmentation of an inland tourist destination The case of A Ribeira Sacra (Ourense)
DOI:
https://doi.org/10.25145/j.pasos.2016.14.024Keywords:
Rural Tourism, inland toruismAbstract
A Ribeira Sacra is a tourist destination located between the two inland provinces of Galicia. In this geographical space we develop a research to describe the profile of visitors and to identify different segments of consumers based on tourist motivations, describing variables that define each group. The heterogeneity detected in consumer motivations shows that tourism offer and communication strategies should be directed towards those segments of consumers who most value the attractions that constitute differential advantages of the area: namely natural and heritage attractions in the analyzed territory. The findings are intended to contribute to improve the promotion and marketing strategy of this tourist destination for each one of the identified segments.
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