Testing Heterogeneous Image in Cultural/Non-cultural Tourism Markets: a Latent Model Approach

We identify the latent variable destination image to segment tourism demand based on the different types of behaviour generated by those images. We used simultaneous latent structure analysis, which also permits a comparison of the degree of homogeneity or heterogeneity of two or more tourist markets. After presenting the most significant methodological aspects of this technique, we describe its application to the data of a study of the behaviour of tourism demand of Andalusia to determine whether those tourists with a marked inclination for cultural tourism have a similar (homogeneous) image of this destination as do other tourists. Copyright (C) 2011 John Wiley & Sons, Ltd.