Perfil, motivación y satisfacción del visitante turístico: el caso de Cuenca, ciudad patrimonio de la humanidad

A key insight from this study is that visitor motivation serves as an effective criterion for segmenting tourists in Cuenca to tailor services and products more precisely. The research also reveals that tourist satisfaction is closely tied to their motivations, except for 'general satisfiers,' which suggests targeted marketing strategies could enhance visitor experience. To uncover these findings, the study employed two questionnaires to gather data on sociodemographic factors, travel characteristics, and motivations from visitors. Statistical analysis using SPSS further validated these relationships. Additionally, the research highlights the importance of promoting Cuenca through potential source markets and leveraging digital channels, while emphasizing the significance of destination image in attracting tourists.

López Díaz, G. S., & Sastre Espada, J. (2021). Perfil, motivación y satisfacción del visitante turístico: el caso de Cuenca, ciudad patrimonio de la humanidad. Ayana. Revista de Investigación En Turismo, 9. https://doi.org/10.24215/27186717e009