Motivation-based cluster analysis of international tourists visiting a World Heritage City: The case of Porto, Portugal

The UNESCO recognition of cultural centres as World Heritage Sites has a significant impact, both on the size of tourist flows and on the types of visitors. The classification of Porto as a World Heritage City in 1996 strengthened its international image as a cultural destination. This paper segments international tourists visiting the World Heritage City of Porto based on their travel motivations relating to specific destination attributes, as well as gauging their satisfaction with the tourist experience. Data collection was achieved with a questionnaire survey using a convenience sample of international tourists, with a total of 1047 valid surveys. The results clearly identify three clusters: 'conventional cultural tourists', 'spontaneous cultural tourists' and 'absorptive cultural tourists'. It also recognises that the destination attributes that most influence satisfaction are specific elements of tourism supply, such as gastronomy, accommodation, culture and entertainment, and hospitality. The results provide valuable information and insights both for academics and for destination managers, who can then adjust their marketing and management endeavours according to selected markets and their specific needs of target groups. The results also help to uncover market opportunities as well as to identify local elements and attractions that are most valued by visitors, thus facilitating the design and offer of integrated tourism experiences.