Segmentación de los turistas sobre la base de su comportamiento espacio-temporal en destinos culturales

Rocío Martínez Suárez

doi:10.51302/marketing.2024.20129

Authors

Rocío Martínez Suárez Universidad de Granada (España) https://orcid.org/0000-0002-1597-1673

DOI:

https://doi.org/10.51302/marketing.2024.20129

Keywords:

tourist segmentation, intra-destination behavior, sequence alignment, cultural tourism

Abstract

The objective of this study is to segment tourists according to their spatial-temporal behavior in a cultural destination. To do this, we analyze which places are visited, how long the tourists are in each one and the order in which they make the visit. To know the sequence of the tourists’ visit, location data provided by Google Timeline have been used. The data analysis used the methodology of sequence alignment, a Bioinformatics methodology. The use of this methodology is essential for the strategic management of destinations, because it improves flows management, helps to know the areas of greater density of visitors and facilitates the decongestion of them. The results demonstrate the existence of four segments that differ in the number of areas visited and in the time of the visit.

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Author Biography

Rocío Martínez Suárez, Universidad de Granada (España)

Doctora en Ciencias Económicas y Empresariales por la Universidad de Granada. Máster en Marketing y Comportamiento del Consumidor por la Universidad de Granada. Licenciada en Investigación y Técnicas de Mercado por la Universidad de Granada. Diplomada en Estadística por la Universidad de Jaén. Ingeniería Técnica en Informática de Gestión por la Universidad de Jaén. Cuenta con amplia experiencia en marketing deportivo y marketing turístico, con experiencia en la gestión de entidades turísticas. Además tiene experiencia docente universitaria en la Universidad de Granada, la Universitat Oberta de Catalunya y la Universidad Camilo José Cela.

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