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Studying World Heritage visitors: the case of Cuenca, Ecuador

Studying World Heritage visitors: the case of Cuenca, Ecuador The purpose of this paper is to explore the existing relations between three fundamental constructs (motivation and satisfaction) and the type of travellers in a World Heritage Site (WHS) tourist destination, the city of Cuenca (Ecuador).Design/methodology/approachThe methodology used consisted of a fieldwork to determine the motivations and satisfaction of the visitor in the city of Cuenca, and then their segmentation.FindingsThe relationship between the study of motivation and satisfaction is a fundamental element in the development of WHSs. Similarly, it presents four different types of tourists obtained from their motivational variables. The results show the existence of three motivational dimensions for visiting Cuenca: cultural, circumstantial and convenience. Similarly, and using the motivation scenarios, four types of visitor have been identified: a cultural tourist, a cultural convenience tourist, a cultural circumstantial tourist and an alternative tourist.Practical implicationsThe principal practical application of this research is to contribute to understanding the motivations of the visitors in relation to the city of Cuenca as a WHS for the purpose of designing tourist and cultural products that better satisfy the needs of the tourists and that, at the same time, are compatible with the sustainable management of the destination.Originality/valueThis paper seeks to contribute to promoting the relationship between tourism, sustainability and heritage in Latin America. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Cultural Heritage Management and Sustainable Development Emerald Publishing

Studying World Heritage visitors: the case of Cuenca, Ecuador

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2044-1266
DOI
10.1108/jchmsd-03-2018-0017
Publisher site
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Abstract

The purpose of this paper is to explore the existing relations between three fundamental constructs (motivation and satisfaction) and the type of travellers in a World Heritage Site (WHS) tourist destination, the city of Cuenca (Ecuador).Design/methodology/approachThe methodology used consisted of a fieldwork to determine the motivations and satisfaction of the visitor in the city of Cuenca, and then their segmentation.FindingsThe relationship between the study of motivation and satisfaction is a fundamental element in the development of WHSs. Similarly, it presents four different types of tourists obtained from their motivational variables. The results show the existence of three motivational dimensions for visiting Cuenca: cultural, circumstantial and convenience. Similarly, and using the motivation scenarios, four types of visitor have been identified: a cultural tourist, a cultural convenience tourist, a cultural circumstantial tourist and an alternative tourist.Practical implicationsThe principal practical application of this research is to contribute to understanding the motivations of the visitors in relation to the city of Cuenca as a WHS for the purpose of designing tourist and cultural products that better satisfy the needs of the tourists and that, at the same time, are compatible with the sustainable management of the destination.Originality/valueThis paper seeks to contribute to promoting the relationship between tourism, sustainability and heritage in Latin America.

Journal

Journal of Cultural Heritage Management and Sustainable Development – Emerald Publishing

Published: Aug 10, 2018

Keywords: Cultural tourism; Cultural heritage; World Heritage; Historic cities; Site management

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