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Segmentation of Tourists that Visit the City of Popayán (Colombia) according to Their Interest in Its Gastronomy

ABSTRACT Gastronomy and its relationship with tourism has become a key aspect in the analysis of tourist destinations. One of the aims of this research is to show evidence of the presence of tourists with different attitudes toward local gastronomy. For this purpose, a segmentation of the tourists who visit Popayán, a creative city of gastronomy (UNESCO), is conducted on the basis of the greater or lesser gastronomic interest in the trips. Among the results of this research, the presence of significant differences in the culinary motivations of visitors toward the local gastronomy of the place visited stands out.