Cultural heritage tourism in Granada. A multilayer perceptron approach

ABSTRACT This study aims to ascertain the connection between the sociodemographic characteristics (gender, age, educational level and income) and consumption habits in the destination (overnight(s), planned daily spend) of tourists interested in cultural Heritage with their preferences and sensations regarding this tourism typology, taking as the basis fieldwork in a tourist destination that has two World Heritage Sites inscriptions recognised by UNESCO (Granada, Spain). The method used in this investigation is supported by the employment of a multilayer perceptron’s artificial neural network to estimate a visitor’s sociodemographic profile based on customisable input values consisting of responses to Likert model questions being used in a questionnaire before. Accordingly, once the network has been obtained and the travellers’ responses personalised, a ‘composite picture’ of this type of tourist can be achieved that meets those characteristics of the profile based on those previously set responses. In this sense, a specific selection of responses will give rise to a concrete profile of potential visitors, helping this so that the tourism sector in this area can adapt its offer to the profile of its clients.