Publication: La personalidad del turista como criterio de segmentación de destinos de sol y playa: una aplicación al destino Gran Canaria
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Date
2019
Authors
Medina Ojeda, Noelia ; Martín Santana, Josefa D. ; Medina Muñoz, Diego R.
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Publisher
Murcia: Servicio de publicaciones de la Universidad de Murcia
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DOI
http://dx.doi.org/10.6018/turismo.44.404831
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info:eu-repo/semantics/article
Description
Abstract
El objetivo de este trabajo es analizar la influencia de las características sociodemográficas en la personalidad del turista en aras de justificar su potencial como criterio de segmentación de mercados turísticos de sol y playa. Para medir la personalidad se utilizó el método BIG FIVE y el rasgo de personalidad denominado búsqueda de sensaciones, aplicados a una muestra de 450 turistas de Gran Canaria (España). Los resultados muestran que las características sociodemográficas influyen en la personalidad de los turistas, siendo idónea, por tanto, como criterio de segmentación de mercados.
ABSTRACT:The purpose of this study is to examine the influence of socio-demographic characteris-tics on tourist personality in order to be used as segmentation criteria for sun and beaches tourists. The method used to measure personality is the “Big 5” and the personality trait referred to as sensation seeking. A sample of 450 tourists was carried out on Gran Cana-ria (Spain). According to the results, socio-demographic characteristics influence on tourist personality traits, and therefore they could be of interest as a tourist market segmentation criteria.
ABSTRACT:The purpose of this study is to examine the influence of socio-demographic characteris-tics on tourist personality in order to be used as segmentation criteria for sun and beaches tourists. The method used to measure personality is the “Big 5” and the personality trait referred to as sensation seeking. A sample of 450 tourists was carried out on Gran Cana-ria (Spain). According to the results, socio-demographic characteristics influence on tourist personality traits, and therefore they could be of interest as a tourist market segmentation criteria.
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