Unlocking Tourism Diversity in Winter: Clusters of Tourists in Lisbon Based on Motivations, Profiles, and Behaviour

Authors

  • Ana Teresa Machado Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa (IPL) / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo https://orcid.org/0000-0002-0415-2058
  • Zélia Raposo Santos Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa (IPL) https://orcid.org/0000-0003-3858-311X
  • Sandra Nunes Escola Superior de Ciências Empresariais, Instituto Politécnico de Setúbal (IPS) / NovaMath – Centro de Matemática e Aplicações, Universidade Nova de Lisboa https://orcid.org/0000-0002-0123-5771
  • João Ferreira do Rosário Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa (IPL) / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo https://orcid.org/0000-0003-2524-8523
  • Miguel Belo Escola Superior de Hotelaria e Turismo do Estoril / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo https://orcid.org/0000-0002-7840-5994
  • Teresa Costa Escola Superior de Ciências Empresariais, Instituto Politécnico de Setúbal (IPS) / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo / RESILIENCE – Center for Regional Resilience and Sustainability https://orcid.org/0000-0001-5252-121X
  • Filipe Segurado Severino Escola Superior de Hotelaria e Turismo do Estoril / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo / RESILIENCE - Center for Regional Resilience and Sustainability
  • Maria de Lurdes Calisto Escola Superior de Hotelaria e Turismo do Estoril / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo https://orcid.org/0000-0003-1636-0150
  • Ana Gláucia Roque Instituto Politécnico de Lisboa (IPL) / Escola Superior de Hotelaria e Turismo do Estoril (ESHTE)
  • Margarida Cristina Instituto Politécnico de Lisboa (IPL) / Instituto Politécnico de Setúbal (IPS)

DOI:

https://doi.org/10.34190/ecie.19.1.2589

Keywords:

travel motivations, push factors, segmentation, urban tourism, winter tourism

Abstract

Recent trends in Lisbon's winter tourism indicate a shift towards off-peak travel, attracting diverse visitors with its rich cultural heritage, sustainable initiatives, and extended stay options for digital nomads. The city's culinary scene, arts, wellness activities, and tech-driven tourism options enhance its appeal. Aligned with these recent trends, tourism in Lisbon's region during the winter season presents a unique and dynamic landscape influenced by a wide range of motivations, tourist profiles, and travel behaviours. This study aims to define distinctive clusters of winter tourists in Lisbon by analysing these key variables, providing valuable insights specific to the winter travel context. Based on a compiled dataset from the winter season in Lisbon, this study delves into examining the factors driving tourist visits, encompassing socio-economic backgrounds, travel frequency, and age demographics. We aim to reveal the distinctive subgroups that define Lisbon's winter tourist population, employing data analysis techniques such as cluster analysis. From an academic perspective, this study offers a novel tourist segmentation model based on motivations, profiles, and behaviour. This model enriches the existing body of knowledge in tourism studies, providing a valuable reference for future research. For tourism agents in Lisbon, this study provides actionable insights to enhance strategic decision-making. By segmenting winter tourists, they can tailor marketing strategies and product development to cater to diverse tourist segments. Moreover, this approach can lead to economic benefits, optimising resource allocation, and revenue generation.

Author Biographies

Ana Teresa Machado, Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa (IPL) / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo

Ana Teresa Machado has a Ph.D. in Management. She earned a Master of Science in Electronic Information Management after earning a degree in Economics and a marketing-focused MBA. She is a Coordinating Professor at the Higher School of Social Communication of the Instituto Politécnico de Lisboa. In scientific-pedagogical terms, its fields of action are Digital Marketing, Social Media Marketing, and Marketing Analytics.

Zélia Raposo Santos, Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa (IPL)

Zélia Raposo Santos, PhD in Information Management, is an Adjunct Professor at ESCS-IPL, and an Invited Associate Professor at Nova IMS. Specialising in market research, social media marketing, and consumer behaviour. With numerous articles published and active participation in research projects, she also serves as a reviewer for scientific journals.

Sandra Nunes, Escola Superior de Ciências Empresariais, Instituto Politécnico de Setúbal (IPS) / NovaMath – Centro de Matemática e Aplicações, Universidade Nova de Lisboa

Sandra Nunes is a Coordinator Professor at Higher School of Business Sciences, Polytechnic Institute of Setubal (ESCE/IPS). PhD in Mathematics, with a Specialization in Statistics. President of the ESCE/IPS Technical and Scientific Council. Researcher at NovaMath, Nova University Lisbon research center.

João Ferreira do Rosário, Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa (IPL) / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo

João Ferreira do Rosário is a Professor-Adjunct at Escola Superior de Comunicação Social (ESCS)-Instituto Politécnico de Lisboa, Portugal. PhD in Management/Marketing. Coordinator of the Advertising and Marketing Department and Coordinator of the ESCS Research Line “Communication, Strategies, and Creativity”. Member of the ESCS Technical-Scientific Council. Research fellow at CiTUR Center for Applied Research in Tourism.

Miguel Belo, Escola Superior de Hotelaria e Turismo do Estoril / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo

Miguel Belo holds a PhD in Tourism and is an invited associate professor at the Estoril Superior School of Hospitality and Tourism (ESHTE). Develops research with an emphasis on Management and Business Sciences. His research interests are dark tourism, strategic management of tourist destinations and strategic management of tourism products.

Teresa Costa, Escola Superior de Ciências Empresariais, Instituto Politécnico de Setúbal (IPS) / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo / RESILIENCE – Center for Regional Resilience and Sustainability

Teresa Costa holds a PhD in Management and developed her Post PhD at the USP. She is a coordinator professor at IPS. She is a researcher at CiTUR and RESILIENCE, as well an invited professor at several international universities, where she collaborates in several masters and doctoral programs. Her research has been published in several international journals.

Filipe Segurado Severino, Escola Superior de Hotelaria e Turismo do Estoril / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo / RESILIENCE - Center for Regional Resilience and Sustainability

Filipe Segurado Severino holds a PhD in Tourism, having completed his thesis in the field of events. He is a Post-Doctoral Scientific Research Fellow and a Professor in the Tourism field. He is also a scientific researcher of tourism, events, hospitality, leisure, event tourism, event management, tourist entertainment, contents tourism and Japanese popular culture.

Maria de Lurdes Calisto, Escola Superior de Hotelaria e Turismo do Estoril / CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo

Maria de Lurdes Calisto holds a PhD in management. She is an Assistant Professor at Estoril Higher Institute for Tourism and Hotel Studies and a researcher at CiTUR - Centre for Applied Research in Tourism. Her research interests include innovation, entrepreneurship, strategy, strategic marketing, and sustainability. She has several international publications.

Ana Gláucia Roque, Instituto Politécnico de Lisboa (IPL) / Escola Superior de Hotelaria e Turismo do Estoril (ESHTE)

Ana Gláucia Melo is a master degree fellow at Escola Superior de Comunicação Social (ESCS) - Instituto Politécnico de Lisboa, Portugal. Bachelor in Tourism Marketing and completing the Master in Tourism: Strategic Events Management at Escola Superior de Hotelaria e Turismo do Estoril (ESHTE), Lisboa, Portugal. Member of the SHIFT Project research.

Margarida Cristina, Instituto Politécnico de Lisboa (IPL) / Instituto Politécnico de Setúbal (IPS)

Margarida Cristina is a master degree fellow at Escola Superior de Comunicação Social (ESCS) – Instituto Politécnico de Lisboa, Portugal. Bachelor in Marketing and completing the Master in Marketing Management at Escola Superior de Ciências Empresariais (ESCE) – Instituto Politécnico de Setúbal, Portugal. Member of the SHIFT Project research.

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Published

2024-09-20