Hikers as cultural tourists: differences between hard and soft behaviours

ABSTRACT

There is an urgent need to redirect tourist policies and products towards a more economically and environmentally sustainable model. The main objectives of this paper were to identify the profile of hiking cultural tourists; to segment the hiker profile using the intensity of the sports activity undertaken, and according to the pursuit of various cultural activities during their stay; and finally, to model the factors of being a cultural tourist. Based on a sample study composed of hikers, four groups were distinguished based on their physical capabilities and propensity towards risk, as soft and hard hikers and soft and hard cultural tourists. The analysis reveals different characteristics and patterns of associated behaviour, justifying the development of differentiated commercial strategies.

KEYWORDS:

• Cultural tourism
• hiker profiles
• motivational factors
• the Balearic Islands