Profiling Tourist Segmentation of Heritage Destinations in Emerging Markets: The Case of Tequila Visitors

A study identifies three distinct tourist segments visiting the UNESCO World Heritage site of Tequila, Mexico, based on their level of involvement with agave landscapes and tequila heritage. High- and low-involved visitors prioritize knowledge about tequila and the agave landscape, highlighting these as key attributes for both cultural appreciation and tourism promotion. The research employs a market segmentation approach using cluster analysis on data from 700 domestic and international visitors, collected over six months to mitigate seasonal biases. Findings underscore the potential of heritage sites like Tequila to serve as brands that generate tourism externalities while offering actionable insights for policymakers and marketers aiming to sustainably protect and promote the agave-tequila industry. This work lays groundwork for further exploration in emerging destinations.

Coelho, A., & Castillo Girón, V. M. (2023). Profiling Tourist Segmentation of Heritage Destinations in Emerging Markets: The Case of Tequila Visitors. Sustainability, 15(5), 4034. https://doi.org/10.3390/su15054034