Análisis de perfiles turísticos por generaciones: Baby Boomers, Generación X y Millennials; que visitan la ciudad de Cuenca, Ecuador

Abstract

The purpose of this research is to search for information and obtain statistics on three segments of the tourism market, based on the generation they belong to: Baby Boomers, Generation X and Millennials, in order to characterize them, generate a profile, compare and establish differences and similarities between these generations. Generations are marked by periods of time and great changes in their social context, namely: cultural, economic, technological, among others. This causes differences in their interests, needs, and consumption habits. This study is quantitative in nature with a cut-off descriptive scope structured surveys will be used for the compilation of the data information and statistical software SPSS for the boot the analysis and the characterization of the market segments, as well as for the comparison of the quantitative dependent variable tourist expenditure with the categorical independent variable of the type of generation to which the tourist belongs, by means of the statistical test ANOVA and Tukey´s test. The results obtained reveal that there is a statistical difference between the averages of expenditure generated by tourists and their families’ generation. In this sense, understanding and characterizing the different generations of tourists who visit the city of Cuenca and contrast them with each other as the first step to generate truthful and reliable information that in the future will allow the public and private sectors: facilitating decision-making, generating new opportunities specific strategies and products for these markets, as well as the point of for future research