Comportamiento turístico sostenible: un enfoque de segmentación en Gipuzkoa

María Asunción Fernández-Villarán; Marina Abad Galzacorta

doi:10.14198/INTURI.27866

Autores/as

María Asunción Fernández-Villarán Universidad de Deusto, España https://orcid.org/0000-0002-2647-8526
Marina Abad-Galzacorta Universidad de Deusto, España https://orcid.org/0000-0002-2510-5824

DOI:

https://doi.org/10.14198/INTURI.27866

Palabras clave:

Optimización de la demanda turística, comportamiento proambiental, segmentación, Analisis cluster, cambio climático

Resumen

La gestión de la mayoría de los destinos turísticos se ha orientado hacia el crecimiento desde una perspectiva económica que a la larga ha puesto de manifiesto la necesidad de revisar los modelos de medición tradicionales basados en el número de visitantes o en el gasto; el escenario actual se caracteriza por una creciente preocupación por la sostenibilidad en sus todos sus ámbitos: ambiental, social, cultural y económica. En ese sentido uno de los grandes retos globales de esta industria es el cambio climático que puede llegar a modificar los flujos y los propios destinos turísticos.

El creciente impacto del cambio climático ha hecho de la descarbonización una prioridad crucial para la industria de los viajes y el turismo, afectando a todos los actores involucrados: proveedores, gestores, reguladores, intermediarios, consumidores y turistas. Diversos estudios muestran que la presión por reducir las emisiones de carbono en el sector está en aumento. No obstante, el camino hacia esta transformación se enfrenta a numerosas barreras como el costo de las tecnologías sostenibles, las limitaciones de estas, la falta de incentivos financieros o una concienciación insuficiente.

Este estudio examina el perfil de la demanda frente a estos desafíos, segmentando en función del comportamiento sostenible en general y, específicamente, en relación con las acciones contra el cambio climático, siendo esta su principal contribución teórica. Para sectores clave de la industria turística, como el de alojamiento, objeto de este estudio, resulta fundamental comprender la actitud y el comportamiento de la demanda turística, con el fin de desarrollar y promover mercados con conductas pro-sostenibles y/o reducir aquellos segmentos con comportamientos negativos. Además, llegar a soluciones de segmentación significativas es útil para las organizaciones de gestión de destinos (Destination Management Organizations, DMO) como base para una estrategia de optimización de la demanda. Esta estrategia permitirá a los organismos responsables de la gestión turística implementar acciones específicas para cada perfil de turista, facilitando respuestas más efectivas para mitigar los efectos del cambio climático según el contexto, la ubicación, la temporada y el tipo de turismo (reuniones, incentivos, conferencias y exposiciones; ocio; aventura; costa; interior; y otras formas).

A través de una metodología cuantitativa, un cuestionario diseñado con base en investigaciones previas, el estudio analiza a 432 turistas en Gipuzkoa, España, distinguiendo tres tipos de segmentos que se han denominado: Rezagados, Consumidores estándar y Viajeros conscientes. Estos resultados muestran que entender los hábitos y comportamientos de los viajeros desde una perspectiva de sostenibilidad permitirá a los proveedores de servicios y a los gestores turísticos centrarse en segmentos que fomenten conductas más responsables, e incluso impulsar prácticas de turismo regenerativo en el destino.

Citas

Amengual, A., Homar, V., Romero, R., Ramis, C., & Alonso, S. (2014). Projections for the 21st century of the climate potential for beach-based tourism in the Mediterranean. International Journal of Climatology, 34(13), 3481–3498. https://doi.org/10.1002/joc.3922

Andereck, K. L. (2009). Perceptions of environmentally responsible innovations at tourism businesses. Journal of Sustainable Tourism, 17, 489–499. https://doi.org/10.1080/09669580802495790

Antimova, R., Nawijn, J., & Peeters, P. (2012). The awareness/attitude‐gap in sustainable tourism: A theoretical perspective. Tourism Review, 67(3), 7-16. https://doi.org/10.1108/16605371211259795

Atzeni, M., Kim, S., Del Chiappa, G., & Wassler, P. (2022). Ecotourists' intentions, worldviews, environmental values: Does climate change matter? Journal of Destination Marketing and Management, 25, 100723. https://doi.org/10.1016/j.jdmm.2022.100723

Atzori, R., Fyall, A., & Miller, G. (2018). Tourist responses to climate change: Potential impacts and adaptation in Florida's coastal destinations. Tourism Management, 69, 12-22. https://doi.org/10.1016/j.tourman.2018.05.005

Bagur, M. T., & Pavón, D. (2021). Percepción del cambio climático y respuesta de los turistas sobre los recursos hídricos: el caso de la cuenca del río Muga. Boletín de la Asociación de Geógrafos Españoles, 89, 15.

Balbi, S., Giupponi, C., Perez, P., & Alberti, M. (2013). A spatial agent-based model for assessing strategies of adaptation to climate and tourism demand changes in an alpine tourism destination. Environmental Modelling and Software, 45, 29–51. https://doi.org/10.1016/j.envsoft.2012.10.004

Ballantyne, R., Packer, J., & Falk, J. (2011). Visitors’ learning for environmental sustainability: Testing short-and long-term impacts of wildlife tourism experiences using structural equation modelling. Tourism Management, 32(6), 1243–1252. https://doi.org/10.1016/j.tourman.2010.11.003

Barr, S., & Prillwitz, J. (2012). Green travellers? Exploring the spatial context of sustainable mobility styles. Applied Geography, 32(2), 798–809. https://doi.org/10.1016/j.apgeog.2011.08.002

Barr, S., Shaw, G., Coles, T., & Prillwitz, J. (2010). A holiday is a holiday: Practicing sustainability, home and away. Journal of Transport Geography, 18(3), 474–481. https://doi.org/10.1016/j.jtrangeo.2009.08.007

Barrios, S., & Ibanez, J. N. (2015). Time is of the essence: Adaptation of tourism demand to climate change in Europe. Climatic Change, 132(4), 645–660. https://doi.org/10.1007/s10584-015-1431-1

Basquetour. (2023). IBILTUR Verano 2022. Conocimiento del perfil y comportamiento de las y los turistas que visitan Euskadi por motivaciones de ocio. Retrieved from

Bilynets, I., & Cvelbar, L. K. (2022). Tourist pro-environmental behaviour: The role of environmental image of destination and daily behaviour. Annals of Tourism Research Empirical Insights, 3(2), 100070. https://doi.org/10.1016/j.annale.2022.100070

Bilynets, I., Trost, T. P., & Cvelbar, L. K. (2022). Feeling like a tourist and “broken windows”: How destinations impact tourist pro-environmental behaviour.

Bischof, M., Schmude, J., & Bauer, M. (2017). Tourism and climate change—A demand-side analysis of perception and reaction by using the example of the Alps. Zeitschrift Für Tourismuswissenschaft, 9(2), 221–247. https://doi.org/10.1515/tw-2017-0014

Bujosa, A., & Rossello, J. (2013). Climate change and summer mass tourism: The case of Spanish domestic tourism. Climatic Change, 117(1–2), 363–375. https://doi.org/10.1007/s10584-012-0554-x

Cavallaro, F., Ciari, F., Nocera, S., Prettenthaler, F., & Scuttari, A. (2017). The impacts of climate change on tourist mobility in mountain areas. Journal of Sustainable Tourism, 25(8), 1063–1083. https://doi.org/10.1080/09669582.2016.1253092

Cavallaro, F., Galati, O. I., & Nocera, S. (2021). Climate change impacts and tourism mobility: A destination-based approach for coastal areas. International Journal of Sustainable Transportation, 15(6), 456–473. https://doi.org/10.1080/15568318.2020.1762951

Cifuentes-Faura, J. (2022). European Union policies and their role in combating climate change over the years. Air Quality, Atmosphere & Health, 15, 1333–1340. https://doi.org/10.1007/s11869-022-01156-5

Demeter, C., Fechner, D., & Dolnicar, S. (2023). Progress in field experimentation for environmentally sustainable tourism – A knowledge map and research agenda. Tourism Management, 94, 104633. https://doi.org/10.1016/j.tourman.2022.104633

Demiroglu, O. C., Kucerova, J., & Ozcelebi, O. (2015). Snow reliability and climate elasticity: Case of a Slovak ski resort. Tourism Review, 70(1), 1–12 https://doi.org/10.1108/TR-01-2014-0003.

Demiroglu, O. C., Saygili-Araci, F. S., Pacal, A., Hall, C. M., & Kurnaz, M. L. (2020). Future Holiday Climate Index (HCI) performance of urban and beach destinations in the Mediterranean. Atmosphere, 11(9), 911. https://doi.org/10.3390/atmos11090911

Dolnicar, S. (2002). A review of data-driven market segmentation in tourism. Journal of Travel and Tourism Marketing, 12, 1–22. https://doi.org/10.1300/J073v12n01_01

Dolnicar, S., Crouch, G. I., & Long, P. (2008). Environmentally friendly tourists: What do we really know about them? Journal of Sustainable Tourism, 16, 197–210. https://doi.org/10.2167/jost738.0

Enriquez, A. R., & Bestard, A. B. (2020). Measuring the economic impact of climate-induced environmental changes on sun-and-beach tourism. Climatic Change, 160(2), 203–217. https://doi.org/10.1007/s10584-020-02682-w

European Commission. (2022). Transition pathway for tourism. Brussels. Retrieved from

Fairweather, J. R., Maslin, C., & Simmons, D. G. (2005). Environmental values and response to ecolabels among international visitors to New Zealand. Journal of Sustainable Tourism, 13, 82–98. https://doi.org/10.1080/17501220508668474

Fernández-Hernández, C., León, C. J., Araña, J. E., & Díaz-Pére, F. (2016). Market segmentation, activities and environmental behaviour in rural tourism. Tourism Economics, 22(5), 1033-1054. https://doi.org/10.5367/te.2015.0476

Fernández-Villarán, A., & Abad-Galzacorta, M. (2022). Hacia experiencias turísticas más sostenibles y responsables. Algunas consideraciones y propuestas. Revista Foro, 6(5), 23-34.

Gao, Y. L., Mattila, A. S., & Lee, S. (2016). A meta-analysis of behavioral intentions for environment-friendly initiatives in hospitality research. International Journal of Hospitality Management, 54, 107-115. https://doi.org/10.1016/j.ijhm.2016.01.010

Gipuzkoa Turismo & Universidad de Deusto. (2023). Informe Mayo - Septiembre 2023. Diputación Foral de Gipuzkoa. (s.p.).

Gössling, S., & Dolnicar, S. (2023). A review of air travel behavior and climate change. Wiley Interdisciplinary Reviews: Climate Change, 14(1), e802. https://doi.org/10.1002/wcc.802

Gössling, S., Humpe, A., & Bausch, T. (2020). Does ‘flight shame’ affect social norms? Changing perspectives on the desirability of air travel in Germany. Journal of Cleaner Production, 266, Article 122015. https://doi.org/10.1016/j.jclepro.2020.122015

Gössling, S., Ring, A., Dwyer, L., Andersson, A. C., & Hall, C. M. (2016). Optimizing or maximizing growth? A challenge for sustainable tourism. Journal of Sustainable Tourism, 24(4), 527-548. https://doi.org/10.1080/09669582.2015.1085869

Gössling, S., Scott, D., & Hall, C. M. (2015). Inter-market variability in CO2 emission-intensities in tourism: Implications for destination marketing and carbon management. Tourism Management, 46, 203-212. https://doi.org/10.1016/j.tourman.2014.06.021

Hall, C. M. (2009). Degrowing tourism: Decroissance, sustainable consumption and steady-state tourism. Anatolia, 20(1), 46-61. https://doi.org/10.1080/13032917.2009.10518894

Higham, J., Reis, A., & Cohen, S. A. (2016). Australian climate concern and the ‘attitude–behaviour gap. Current Issues in Tourism, 19(4), 338-354. https://doi.org/10.1080/13683500.2014.1002456

Holmes, M. R., Dodds, R., & Frochot, I. (2021). At home or abroad, does our behavior change? Examining how everyday behavior influences sustainable travel behavior and tourist clusters. Journal of Travel Research, 60(1), 102-116. https://doi.org/10.1177/0047287519894070

Jabeen, G., Wang, D., Işık, C., Alvarado, R., & Ongan, S. (2023). Role of energy utilization intensity, technical development, economic openness, and foreign tourism in environmental sustainability. Gondwana Research. https://doi.org/10.1016/j.gr.2023.03.001

Juvan, E., Ring, A., Leisch, F., & Dolnicar, S. (2016). Tourist segments’ justifications for behaving in an environmentally unsustainable way. Journal of Sustainable Tourism, 24(11), 1506–1522. https://doi.org/10.1080/09669582.2015.1136635

Lam-González, Y. E., Galindo, C. G., Hernández, M. M. G., & León, C. J. (2020). Understanding the heterogeneity of tourists’ choices under climate change risks: A segmentation analysis. Atmosphere, 12(1), 22. https://doi.org/10.3390/atmos12010022

Laroche, P. C., Schulp, C. J., Kastner, T., & Verburg, P. H. (2023). The role of holiday styles in shaping the carbon footprint of leisure travel within the European Union. Tourism Management, 94, 104630. https://doi.org/10.1016/j.tourman.2022.104630

Lawrence, J., & Mekoth, N. (2023). Demarketing for sustainability: A review and future research agenda. International Journal of Consumer Studies, 47(6), 2157-2180. https://doi.org/10.1111/ijcs.12904

Lee, J., Hsu, L. J., Han, H., & Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel’s green image can influence behavioural intention. Journal of Sustainable Tourism, 18(7), 901-914. https://doi.org/10.1080/09669581003777747

Lin, M.-T., Zhu, D., Liu, C., & Kim, P. B. (2022). A systematic review of empirical studies of pro-environmental behavior in hospitality and tourism contexts. International Journal of Contemporary Hospitality Management, 34(11), 3982-4006. https://doi.org/10.1108/IJCHM-12-2021-1478

McDonald, S., Oates, C. J., Thyne, M., Timmis, A. J., & Carlile, C. (2015). Flying in the face of environmental concern: Why green consumers continue to fly. Journal of Marketing Management, 31(13-14), 1503-1528. https://doi.org/10.1080/0267257X.2015.1059352

McElroy, J. L., & Albuquerque, K. D. (2002). Island tourism and sustainable development: Caribbean, Pacific and Mediterranean experiences. In Y. Apostolopoulos & D. J. Gayle (Eds.), Problems for managing sustainable tourism in small islands (pp. 15-31). Westport, USA: Praeger Publications. https://doi.org/10.5040/9798400673054.ch-002

Mkono, M., Hughes, K., and McKercher, B. (2022), “Does the environment matter in the ‘new normal’?”, Annals of Tourism Research Empirical Insights, Vol. 3, No. 2, pp. 100060. https://doi.org/10.1016/j.annale.2022.100060

Miller, D., Merrilees, B., and Coghlan, A. (2015), “Sustainable urban tourism: Understanding and developing visitor pro-environmental behaviours”, Journal of Sustainable Tourism, Vol. 23, No. 1, pp. 26–46. https://doi.org/10.1080/09669582.2014.912219

Moeller, T., Dolnicar, S., and Leisch, F. (2011), “The sustainability–profitability trade-off in tourism: Can it be overcome?”, Journal of Sustainable Tourism, Vol. 19, No. 2, pp. 155–169. https://doi.org/10.1080/09669582.2010.518762

Nastos, P.T., and Matzarakis, A. (2019), “Present and future climate-tourism conditions in Milos Island”, Greece Atmosphere, Vol. 10, No. 3, pp. 145. https://doi.org/10.3390/atmos10030145

Oklevik, O., Gössling, S., Hall, C.M., Jacobsen, J.K.S., Grøtte, I.P., and McCabe, S. (2020), “Overtourism, optimisation, and destination performance indicators: A case study of activities in Fjord Norway”, In Tourism and Degrowth (pp. 60-80). Routledge.

Pioppi, B., Pigliautile, I., Piselli, C., and Pisello, A.L. (2020), “Cultural heritage microclimate change: Human-centric approach to experimentally investigate intra-urban overheating and numerically assess foreseen future scenarios impact”, The Science of the Total Environment, Vol. 703, No. 134448. https://doi.org/10.1016/j.scitotenv.2019.134448

Pröbstl-Haider, U., Hödl, C., Ginner, K., and Borgwardt, F. (2021), “Climate change: Impacts on outdoor activities in the summer and shoulder seasons”, Journal of Outdoor Recreation and Tourism, Vol. 34, No. 100344. https://doi.org/10.1016/j.jort.2020.100344

Qiu, X., Kong, H., Wang, K., Zhang, N., Park, S., and Bu, N. (2023), “Past, present, and future of tourism and climate change research: bibliometric analysis based on VOSviewer and SciMAT”, Asia Pacific Journal of Tourism Research, Vol. 28, No. 1, pp. 36-55. https://doi.org/10.1080/10941665.2023.2187702

Rakotondramaro, H. and Botti, L. (2018), “Optimizing tourist demands with utility efficient frontier”, Tourism Economics, Vol. 24, No. 2, pp. 157-166. https://doi.org/10.1177/1354816617729022

Romeo, R., Russo, L., Parisi, F., Notarianni, M., Manuelli, S., and Carvao, S. (2021), Mountain tourism–Towards a more sustainable path, Madrid, UNWTO

Scott, D., Amelung, B., Becken, S., Ceron, J.P., Dubois, G., Gössling, S., ... and Simpson, M. (2008), Climate change and tourism: Responding to global challenges, pp. 1-38, World Tourism Organization, Madrid.

Seegebarth, B., Woisetschläger, D. M., Sohn, S., & Frenser, V. (2024), “Determinants of Consumers’ Intentions to Reduce Air Travel”, Journal of Travel Research, Vol. 63, No. 2, pp. 335-356. https://doi.org/10.1177/00472875231159044

Sottini, V. A., Barbierato, E., Bernetti, I., and Capecchi, I. (2021), “Impact of climate change on wine tourism: An approach through social media data”, Sustainability, Vol. 13, No. 13, pp. 7489–7410. https://doi.org/10.3390/su13137489

Steiger, O.R., Demiroglu, C., Pons, M. and Salim, E. (2023), “Climate and carbon risk of tourism in Europe”, Journal of Sustainable Tourism, https://doi.org/10.1080/09669582.2022.2163653

Steiger, R., Scott, D., Abegg, B., Pons, M., and Aall, C. (2019), “A critical review of climate change risk for ski tourism”, Current Issues in Tourism, Vol. 22, No. 11, pp. 1343-1379. https://doi.org/10.1080/13683500.2017.1410110

Sun, Y.Y., Lin, P.C., and Higham, J. (2020), “Managing tourism emissions through optimizing the tourism demand mix: Concept and analysis”, Tourism management, Vol. 81, No. 104161. https://doi.org/10.1016/j.tourman.2020.104161

Tosun, C., Soylu, Y., Atay, L., and Timothy, D.J. (2023), “Environmentally Friendly Behaviors of Recreationists and Natural Area Tourists: A Comparative Perspective”, Sustainability, Vol. 15, No. 13, pp. 10651. https://doi.org/10.3390/su151310651

Touloun, C., and Eddali, R. (2023), “Tourist Environmental Behaviour: A Narrative Review”, Environment-Behaviour Proceedings Journal, Vol. 8, No. 23, pp. 247-252. https://doi.org/10.21834/ebpj.v8i23.4510

Verain, M.C., Bartels, J., Dagevos, H., Sijtsema, S.J., Onwezen, M.C., & Antonides, G. (2012), Segments of sustainable food consumers: a literature review, International Journal of Consumer Studies, Vol. 36, No. 2, pp. 123-132. https://doi.org/10.1111/j.1470-6431.2011.01082.x

Verain, M.C., Sijtsema, S.J., and Antonides, G. (2016), “Consumer segmentation based on food-category attribute importance: The relation with healthiness and sustainability perceptions”, Food Quality and Preference, Vol. 48, pp. 99-106. Https://doi.org/10.1016/j.foodqual.2015.08.012

Wang, L., Fang, B., and Law, R. (2018), “Effect of air quality in the place of origin on outbound tourism demand: Disposable income as a moderator”, Tourism Management, Vol. 68, pp. 152-161.

Wang, X., Qin, X., and Zhou, Y. (2019), “A comparative study of relative roles and sequences of cognitive and affective attitudes on tourists’ pro-environmental behavioral intention”, Journal of Sustainable Tourism, Vol. 28, No 5, pp. 727–746. https://doi.org/10.1080/09669582.2019.1704297

Welling, J., Árnason, Þ., and Ólafsdóttir, R. (2020), “Implications of climate change on nature-based tourism demand: A segmentation analysis of glacier site visitors in southeast Iceland”, Sustainability, Vol. 12, No. 13, pp. 5338. https://doi.org/10.3390/su12135338

Whitmarsh, L. (2009), “Behavioural responses to climate change: Asymmetry of intentions and impacts”, J. Environ. Psychol, Vol. 29, pp. 13–23. https://doi.org/10.1016/j.jenvp.2008.05.003288–313.

Wilkins, E., de Urioste-Stone, S., Weiskittel, A. and Gabe, T. (2019), “Weather sensitivity and climate change perceptions of tourists: A segmentation analysis”, In Tourism in Changing Natural Environments (pp. 81-97). London: Routledge.

Witting, M., Bischof, M., and Schmude, J. (2021), “Behavioural change or “business as usual”? Characterising the reaction behaviour of winter (sport) tourists to climate change in two German destinations”, The International Journal of Tourism Research, Vol. 23, No. 1, pp. 110-122. https://doi.org/10.1002/jtr.2399

Wu, J.S., Font, X., and Liu, J. (2021), “The elusive impact of pro-environmental intention on holiday on pro-environmental behaviour at home”, Tourism Management, Vol. 85, pp. 104283. https://doi.org/10.1016/j.tourman.2021.104283

Yilmazsoy, B., Schmidbauer, H. and Rösch, A. (2015), “Green segmentation: a cross-national study”, Marketing Intelligence & Planning, Vol. 33, No. 7, pp. 981-1003, https://doi.org/10.1108/mip-12-2013-0201