ABSTRACT

This study aims to ascertain the connection between the sociodemographic characteristics (gender, age, educational level and income) and consumption habits in the destination (overnight(s), planned daily spend) of tourists interested in cultural Heritage with their preferences and sensations regarding this tourism typology, taking as the basis fieldwork in a tourist destination that has two World Heritage Sites inscriptions recognised by UNESCO (Granada, Spain). The method used in this investigation is supported by the employment of a multilayer perceptron’s artificial neural network to estimate a visitor’s sociodemographic profile based on customisable input values consisting of responses to Likert model questions being used in a questionnaire before. Accordingly, once the network has been obtained and the travellers’ responses personalised, a ‘composite picture’ of this type of tourist can be achieved that meets those characteristics of the profile based on those previously set responses. In this sense, a specific selection of responses will give rise to a concrete profile of potential visitors, helping this so that the tourism sector in this area can adapt its offer to the profile of its clients.

摘要

本研究旨在确定对文化遗产感兴趣的游客的社会人口特征（性别、年龄、教育水平和收入）与目的地消费习惯（过夜、计划的每日消费）之间的联系，以及他们对此的偏好和感受旅游类型学，以旅游目的地的实地考察为基础，该旅游目的地有两个被联合国教科文组织认可的世界遗产铭文（西班牙格拉纳达）。本调查中使用的方法得到了多层感知器人工神经网络的支持，该网络根据可定制的输入值来估计访问者的社会人口统计资料，这些输入值包括对之前问卷中使用的李克特模型问题的回答。因此，一旦获得网络并且旅行者的反应个性化，可以实现此类游客的“复合图片”，它符合基于那些先前设置的响应的配置文件的那些特征。从这个意义上讲，特定的响应选择将产生潜在游客的具体概况，从而有助于这一领域的旅游部门调整其报价以适应其客户的概况。