La personalidad del turista como criterio de segmentación de destinos de sol y playa: una aplicación al destino Gran Canaria

  • Noelia Medina-Ojeda Universidad de Las Palmas de Gran Canaria
  • Josefa D. Martín-Santana Universidad de Las Palmas de Gran Canaria
  • Diego R. Medina-Muñoz Universidad de Las Palmas de Gran Canaria
Palabras clave: Rasgos de personalidad del turista, los cinco grandes, búsqueda de sensaciones, perfil sociodemográfico


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.


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Cómo citar
Medina-Ojeda, N., Martín-Santana, J. D., & Medina-Muñoz, D. R. (2019). La personalidad del turista como criterio de segmentación de destinos de sol y playa: una aplicación al destino Gran Canaria . Cuadernos De Turismo, 1(44), 247-275.