Segmentation and motivation of foreign tourist in World Heritage Sites. A case study, Quito (Ecuador)

Abstract

This paper presents an analysis of the current relationships between three fundamental constructs in the decision making process of the visitor – motivation, satisfaction and loyalty –on a tourist destination World Heritage Site like the city of Quito, Ecuador. The results demonstrate the existence of three motivational dimensions among foreign visitors to visit the city: firstly cultural, secondly circumstantial and finally hedonic-gastronomic. Additionally, and tending to the motivational schemes, four types of foreign visitors have been identified: a hedonic-gastronomic cultural tourist, a hedonic-gastronomic tourist, a circumstantial hedonic-gastronomic cultural tourist and an alternative tourist. The reasons or motives of the visit reveal that only the hedonic-gastronomic dimension discriminates significantly as far as the degree of perceived satisfaction and loyalty declared by the visitors are concerned.