Tourism and Motivation in Cultural Destinations: towards those Visitors Attracted by Intangible Heritage

José Prada-Trigo; Jesús Claudio Pérez Gálvez; Tomás López-Guzmán; Sandra Elizabeth Pesántez Loyola

doi:10.6092/issn.2036-5195/6230

Autori

José Prada-Trigo Universidad de Concepción

Associated Professor in the Department of Geography (Faculty of Architecture, Urbanism and Geography) at University of Concepción (Chile). He holds a PhD in Geography and Tourism by the Complutense University of Madrid (Spain) and has participated in different national and international research projects related with tourism and urban innovation. He has won some research grants and prizes and has published several books and papers about territory, tourism and local actors. Now he is interested in medium-sized Latin American cities and cultural tourism.
Jesús Claudio Pérez Gálvez University of Córdoba

Lecturer of the Department of Applied Economics at University of Córdoba (Spain). He has a Doctoral Degree in Economics (Ph.D.). He has written more than 25 articles and 5 books. He has conducted different research stays in Europe and Latin America. His main lines of research are tourism economics and regional and local development.
Tomás López-Guzmán University of Córdoba

Lecturer of the Department of Applied Economics at University of Cordoba (Spain). He has a Doctoral Degree in Economics (Ph. D). He has written more than 100 articles that have been published in different academic journals related to Tourism such as International Journal of Contemporary Hospitality Management, Journal of Intellectual Capital, or Tourism Management Studies. He is also an author of 15 books’ chapters and 2 books. He has conducted different research stays in European countries, Latin America and Africa. His main lines of research are tourism economics and environment. Currently, his research focuses on wine and gastronomy tourism and community-based tourism in developing countries.
Sandra Elizabeth Pesántez Loyola University of Cuenca
MSc, she works as professor of financial analysis and research methodology in the Faculty of Hospitality Sciences at the University of Cuenca, Ecuador. She holds a bachelor degree in Business Administration, a bachelor degree in Accounting and Auditing and a Master’s Degree in Education with a specialization in Curriculum, Teaching and Investigation. Her research interests include consumer behaviour, services marketing, tourism and cultural heritage.

DOI:

https://doi.org/10.6092/issn.2036-5195/6230

Parole chiave:

Intangible Cultural Tourism, Motivation, Satisfaction, Panama hat, Cuenca

Abstract

The intangible heritage increasingly associated with tourism in a territory is today, an element that is attracting more and more visitors. However, there are still few studies that address issues such as the motivation of these tourists, especially in contexts like those of Latin America. The aim of this research is to analyze the relationship between the motivation and satisfaction obtained by tourists who have visited the places associated with the Panama hat (recognized as an Intangible Heritage by UNESCO in 2012) in the city of Cuenca (Ecuador). The work creates a segmentation of tourists based on three dimensions: the cultural, another related to leisure and the last in reference to social and labor issues. For this, it applies a factorial analysis, cluster analysis and an analysis of variance (ANOVA with post-hoc multiple comparisons). The results show that the cultural aspect of motivation is the most important, being, however, the motivation for leisure issues which gives one a better assessment of their knowledge of the Panama hat, Cuenca's heritage or satisfaction with the trip.

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