Dimensions of the Spanish Cultural Tourist: Definition of a Behavior Model

Objective: The objective of this research is to develop a structural model for measuring cultural tourism behavior, which helps to better understand the profile, motivation, and behavior of Spanish cultural tourists in their trips within Spain and abroad. Methodology: A hypothetic-deductive method has been used where, after reviewing the literature, focusing on the importance of considering the client’s experience, a set of hypotheses are presented that materialize in an exploratory model. These hypotheses are later tested through a system of structural equations (SEM), estimated with data contained in the Tourism Survey of Residents / FAMILITUR of the National Institute of Statistics (INE). Results: The model allows confirming a set of indicators that make it possible to analyze the behavior of Spanish cultural tourists in their trips within Spain, in the different Autonomous Communities (Comunidades Autónomas). Limitations: The variables present in the Resident Tourism Survey/FAMILITUR are framed in the general guidelines given by the World Tourism Organization to study the demand, establishing a general framework and not as specific as would be required for a more segmented study of the demand for cultural tourism. Practical implications: Help to make decisions that facilitate an improvement of the management of tourist destinations with cultural heritage, implementing specific promotional and marketing tourism policies that generate social and economic profitability in the destination.