IMPACT OF SOCIODEMOGRAPHIC VARIABLES ON THE CHOICE OF URBAN TOURIST ATTRACTIONS APPLYING PLOG'S THEORY.
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Abstract
This research utilized a quantitative approach based on surveys to collect data from 627 visitors at the main entrances to the city of Loja, specifically at the bus terminal and the airport. This random procedure ensured the sample was representative and robust, and significant data was collected. The previously validated survey gathered sociodemographic variables such as age, gender, marital status, monthly income, education level, employment status, origin, and travel details, including the reason for the visit, means of transportation, length of stay, and places visited. The Plog methodology was used to classify tourists according to their psychological characteristics and travel behaviors. Data analysis was conducted using statistical tools, employing the Chi-Square test to identify significant correlations between sociodemographic variables and tourist attractions visited. The results show that age and monthly income significantly influence the choice of attractions, with Vilcabamba being preferred by older and higher-income tourists. These findings, consistent with Plog's psychographic theory, allow for the design of segmented marketing strategies to improve tourism management and visitor satisfaction, contributing to sustainable tourism development.
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