LATIN AMERICAN CULTURAL HERITAGE IN THE COMMUNITY OF MADRID AS A TOURIST ASSET
Abstract
The flow of people between different geographical areas of Latin America and the Madrid Region has taken place for centuries, bringing with it an exchange of tangible and intangible cultural elements. It has been usual to study the Spanish footprint in America; the novelty of this work is to visualise the heritage coming from the New World in Madrid in order to turn it into a tourist asset. Thus, places such as the Museum of America, the Statue of San Martín, the Botanical Garden, restaurants, and Latin dance venues, among others, are undoubtedly attractive. The approach to this work was to establish 10 tourist segments and then conduct two interviews with open-ended questions for each of them. A structured questionnaire of 47 closed- ended questions was designed with the responses of these twenty people. This questionnaire was answered in September 2021 by 481 people, which after filtering the answers was 456. After making a descriptive analysis of the results obtained, it is determined which elements should be considered in the different Latin American tourist routes in the Community of Madrid, how long they would last, how much they would be willing to pay, whether they would take them with a tour guide or not, at what time of the year or day of the week, what type of cultural elements they would prefer, etc. The results of this work will result in the design of a new cultural offer attractive to many tourists, which would complement the existing one, thus promoting an increase in the average stay, recurrence, and tourist expenditure in Madrid.
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