Formation of clusters in cultural heritage – strategies for optimizing resources in museums

  1. Santana - Talavera, Agustín 2
  2. Moreno - Mendoza, Héctor 1
  3. Molina - González, José 3
  1. 1 Universidad de Las Palmas de Gran Canaria
    info

    Universidad de Las Palmas de Gran Canaria

    Las Palmas de Gran Canaria, España

    GRID grid.4521.2

  2. 2 Universidad de La Laguna
    info

    Universidad de La Laguna

    San Cristobal de La Laguna, España

    GRID grid.10041.34

  3. 3 Gobierno de Canarias
    info

    Gobierno de Canarias

    Santa Cruz de Tenerife, España

    GRID grid.453341.4

Journal:
Journal of Cultural Heritage Management and Sustainable Development

ISSN: 2044-1266

Year of publication: 2021

Volume: ahead-of-print

Issue: ahead-of-print

Type: Article

Export: RIS
DOI: 10.1108/jchmsd-12-2019-0155 GOOGLE SCHOLAR

Metrics

SCImago Journal Rank

(Indicator corresponding to the last year available on this portal, year 2020)
  • Year 2020
  • SJR Journal Impact: 0.305
  • Best Quartile: Q1
  • Area: Conservation Quartile: Q1 Rank in area: 15/88
  • Area: Urban Studies Quartile: Q2 Rank in area: 86/252
  • Area: Business, Management and Accounting (miscellaneous) Quartile: Q3 Rank in area: 179/359
  • Area: Geography, Planning and Development Quartile: Q3 Rank in area: 370/775

CIRC

  • Social Sciences: A
  • Human Sciences: A

CiteScore

(Indicator corresponding to the last year available on this portal, year 2020)
  • Year 2020
  • CiteScore of the Journal : 1.4
  • Area: Conservation Percentile: 85
  • Area: Urban Studies Percentile: 60
  • Area: Geography, Planning and Development Percentile: 50
  • Area: Business, Management and Accounting (all) Percentile: 43

Abstract

PurposeThe purpose of this study is to affirm that it is possible to segment visitors of cultural heritage into homogeneous groups according to a series of characteristics to detect the variables that have statistical significance to identify visitor clusters.Design/methodology/approachFour case studies were selected, where a total of 500 questionnaires were made to visitors. The authors proceeded with cluster analysis using SPSS software to differentiate visitor segments. Four groups of visitors were first identified and which have subsequently been reduced to three, according to several factors.FindingsThe main contributions of this paper are: (1) the segment to which each one of the determinants of the cultural tourism product is dedicated; (2) the variable object of the analysis, i.e. the formation of visitor segments; and (3) the inclusion of less studied variables such as type of accommodation contracted, treatment offered in the museums or entrance price.Research limitations/implicationsThe analysis has been developed in different museums, with different management models, in a specific place. However, the results are generalizable to other places and to other institutions that manage cultural heritage. The implications are management strategies for a sustainable cultural development in institutions of tourism and heritage.Practical implicationsFrom a practical point of view, the results are useful for cultural managers, travel agencies, tour operators, tourism companies or political offices, among others, because they generate new ideas and strategies focused on maximizing the use of the resources of cultural institutions.Social implicationsFor both local and non-local agents, the knowledge of the factors that make up the groups of visitors in the heritage sites represents a strategy in aspects of marketing, promotion and distribution, thus generating capacities for the different intermediaries, and the possibility of negotiating lower prices with better benefits. It is also possible to create new products destined for other publics.Originality/valueThe study is original because this has not been published.

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