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