Visitor segments for the Alto Douro Wine Region cultural heritage site

A study of the UNESCO World Heritage site Alto Douro Wine Region identified three distinct visitor segments: same-day visitors, cultural visitors, and individual mass visitors. These groups were characterized by their socioeconomic traits, cultural consumption experiences, and travel behavior. The research employed univariate and multivariate statistical analyses, including Categorical Principal Component Analysis and Cluster Analysis, to segment the data collected from site visitors. This segmentation provides valuable insights for heritage management, helping to optimize provision, attract new visitors, and encourage repeat visits.

Rebelo, J., Lourenço Gomes, L., & Ribeiro, C. (2018). Visitor segments for the Alto Douro Wine Region cultural heritage site. Cultural Heritage, 167–182. https://doi.org/10.4324/9781315107264-13