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

The purpose of this paper is to explore the main profiles of tourist segments in the agave-tequila industry in Mexico. The blue agave landscape and the ancient tequila facilities are part of the UNESCO’s World Cultural Heritage. Heritage sites may operate as a brand and generate tourism externalities. Investigations combining heritage and sustainable tourism are a promising research field, still underexplored, particularly in emerging destinations. This study contributes to the debate on heritage and sustainable tourism through the identification of different tourist profiles visiting the Tequila region. The study applies a market segmentation approach grounded in the concept of ‘involvement’. Involvement is a good predictor of tourist behavior. Therefore, our investigation identifies distinctive homogenous segments with different levels of tourist involvement. The data in the empirical study was collected through a questionnaire applied to a sample of 700 domestic and international visitors to the city of Tequila. The questionnaire was directly administered to collect data during a 6-month period in order to avoid seasonal issues. Cluster analysis was performed to identify three distinct segments on the basis of the degree of tourists’ ‘involvement’. Findings suggest that the agave landscape and knowledge about tequila are the most salient attributes for high- and low-involved visitors. As those factors are closely related to cultural heritage, the study provides guidance for policy makers and marketers protecting and/or promoting the agave-tequila industry. This research project is an initial attempt to segment agave-tequila tourists and creates a pathway for further investigations into this area.