ANÁLISIS DEL GASTO TURÍSTICO EN LOS SEGMENTOS DE MERCADO BABY BOOMERS, GENERACIÓN X Y MILLENNIALS; QUE VISITAN LA CIUDAD DE CUENCA, ECUADOR

This paper aims to characterize tourism spending in a comparative way in three segments of the tourism market, based on the generation to which they belong: Baby Boomers, Generation X and Millennials in the city of Cuenca-Ecuador. The generations are marked by periods of time and major changes in their social context: cultural, economic, technological, among others that causes differences in their interests, needs and consumption habits. This study has a descriptive cross-sectional scope and for the comparison of the tourist expenditure variable applied in 384 tourists. The ANOVA statistical test and the Tukey’s multiple comparison test were used. The results reveal that there is a significant statistical difference between the average expenditure generated by tourists and their generation. In this sense, understanding and characterizing the different generations of tourists who visit the city of Cuenca and contrasting them with each other allows generating specific strategies and products for these markets, as well as the starting point for future research