Mapping the Culinary Tourist: Archetypes and Market Segmentation in a Latin American Coastal Destination

Abstract

Purpose: To segment the culinary tourism market in a mature, culture-based coastal destination by characterizing visitor archetypes through attitudinal, behavioral, and sociodemographic variables, thereby providing a foundation for developing management strategies applicable to analogous contexts.
Methodology: A K-means cluster analysis was performed on a sample of 385 tourists surveyed in a Latin American coastal destination (La Serena-Coquimbo, Chile), with the resulting segmentation subsequently validated through discriminant analysis.
Results: Three distinct archetypes were identified: The "Moderate" (49.4%), who exhibit positive attitudes but face economic constraints; the "Indifferent" (22.9%), characterized by a low interest in gastronomy; and the "Premium" (27.8%), who possess high purchasing power and a strong appreciation for culinary authenticity. The classification model achieved a high predictive accuracy of 95.6%, revealing statistically significant associations between the clusters and the predictor variables.
Implications: The findings provide an empirical foundation for developing differentiated marketing and management strategies aimed at maximizing gastronomic experiences and, consequently, enhancing the competitiveness of coastal destinations in Latin America.
Originality: This research integrates attitudinal and behavioral perspectives within an understudied Latin American coastal context. It elucidates the heterogeneity of demand and positions gastronomy as a strategic pillar for sustainable tourism development.