Market segmentation in urban tourism: A study in Latin America

Abstract

This study aims to analyze the different segments of urban tourism demand. The data were collected in Mexico City, Lima, Buenos Aires, and Bogota, and a K-means clustering method was used to find the segments. The results showed three segments: the first cluster grouped tourists interested in enjoying lodging and restaurant services; the second included visitors seeking multiple attractions, who were the most willing to recommend the destinations; finally, the third was composed of passive tourists, not drawn to the attractions of these cities. This study contributes to the literature by offering evidence of urban tourism segmentation in Latin American cities, which has been scarcely researched. Furthermore, it sheds light on this topic by finding a segment not previously described in the literature ("multiple attractions"). Finally, this study offers practical implications for managers of tourism companies to plan and improve the competitiveness of destinations based on the different segments found.

Guest editorial: IJTC regional review series: People’s Republic of China and Latin America

“…The objective of this special issue is to further enrich the knowledge base pertaining to city tourism in Latin America. While research in this domain has grown steadily, encompassing topics ranging from heritage tourism in historic city centers (Scarpaci, 2005) to medical tourism (Martínez Almanza et al, 2019), local cuisine and gastronomic tourism (Castillo-Villar, 2020), academic tourism (Camargo & Quintanilla, 2018), urban tourism demand (Carvache-Franco et al, 2023), displacement and gentrification in tourist cities (Piñeros, 2017) and even slum and poverty tours (Hernandez‐Garcia, 2013), there remains a pressing need for further research to comprehend contemporary issues and trends within this region. Additionally, exploring the contribution of urban tourism to the sustainable development of Latin American cities remains an imperative area of inquiry.…”