<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422019000400011</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2018.1649</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Segmentation of tourists in the heritage site of Cuenca, Ecuador]]></article-title>
<article-title xml:lang="es"><![CDATA[Segmentación del turista de sitio de herencia en Cuenca, Ecuador]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López-Guzmán]]></surname>
<given-names><![CDATA[Tomás]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Prada-Trigo]]></surname>
<given-names><![CDATA[José]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pérez-Gálvez]]></surname>
<given-names><![CDATA[Jesús Claudio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pesántez Loyola]]></surname>
<given-names><![CDATA[Sandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Córdoba  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Concepción  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Instituto Tecnológico Superior Luis Rogerio González  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2019</year>
</pub-date>
<volume>64</volume>
<numero>3</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422019000400011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422019000400011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422019000400011&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper contributes to presenting the relationship that exists in a certain tourism destination between the World Heritage Site (WHS) and the Intangible Cultural Heritage (ICH), showing a segmentation of the tourists in Cuenca, Ecuador. The methodology used in this research has been the application of a multivariate technique of grouping items and the realisation of a post-hoc single-variate ANOVA analysis. The results show the existence of three motivational dimensions for visiting the city, two of a cultural nature and the third being hedonic. Depending on the motivation, four types of tourists are identified: the hedonic ICH-WHS tourist, the hedonic WHS tourist, the hedonic tourist and the ICH-WHS tourist. This research reinforces this theme, in a geographic area, Latin America, characterised by a recognised WHS but still little studied in the scientific literature.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo presenta la relación que existe entre determinados destinos turísticos en áreas inscritas como Patrimonio de la Humanidad (WHS) y Patrimonio Inmaterial de la Humanidad (ICH), mostrando la segmentación de los turistas en la ciudad de Cuenca, Ecuador. La metodología utilizada en esta investigación ha sido la aplicación de una técnica multivariante de agrupación de variables y la realización de un análisis ANOVA univariante post-hoc. Los resultados muestran la existencia de tres dimensiones motivaciones para visitar la ciudad, dos relacionadas con la naturaleza cultura y una tercera con una característica hedónica. Dependiendo de las motivaciones, cuatro tipologías de turistas han sido identificados: turista hedónico ICH-WHS, turista hedónico WHS, turista exclusivamente hedónico y turista ICH-WHS. Esta investigación refuerza este campo, en un área geográfica, América Latina, caracterizada por su reconocido WHS y aún poco estudiado por la literatura científica.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[D11]]></kwd>
<kwd lng="en"><![CDATA[L83]]></kwd>
<kwd lng="en"><![CDATA[R58]]></kwd>
<kwd lng="en"><![CDATA[Ecuador]]></kwd>
<kwd lng="en"><![CDATA[ICH]]></kwd>
<kwd lng="en"><![CDATA[Motivation]]></kwd>
<kwd lng="en"><![CDATA[Segmentation]]></kwd>
<kwd lng="en"><![CDATA[Satisfaction]]></kwd>
<kwd lng="es"><![CDATA[D11]]></kwd>
<kwd lng="es"><![CDATA[L83]]></kwd>
<kwd lng="es"><![CDATA[R58]]></kwd>
<kwd lng="es"><![CDATA[Ecuador]]></kwd>
<kwd lng="es"><![CDATA[Patrimonio inmaterial de la humanidad]]></kwd>
<kwd lng="es"><![CDATA[Motivación]]></kwd>
<kwd lng="es"><![CDATA[Segmentación]]></kwd>
<kwd lng="es"><![CDATA[Satisfacción]]></kwd>
</kwd-group>
</article-meta>
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