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espanolEl presente trabajo tiene como objetivo principal realizar un analisis del comportamiento de los turistas que llegan a Canarias en funcion de los distintos niveles de gasto medio diario que realizan en origen. Dicho analisis se efectua utilizando la informacion suministrada por la Encuesta de Gasto Turistico llevada a cabo por el Instituto Canario de Estadistica del Gobierno de Canarias (ISTAC). El analisis se basa en la realizacion de una descomposicion de la estructura de los turistas que visitan Canarias a traves de un analisis cluster. La variable por la que se rige la segmentacion es el gasto medio en origen por persona y dia y se aplica a la totalidad de turistas que llegaron a Canarias durante el ano 2014. Asimismo, a traves de la utilizacion de esta metodologia se podra comprobar la capacidad de discriminacion que tienen algunas variables frente a otras que apenas aportan diferencias en los resultados. EnglishThis paper’s main objective is to analyze the behavior of tourists who come to the Canary Island regarding the different levels of average daily expenditure made in their home country. This analysis is performed using the information provided by the Tourism Expenditure Survey conducted by the Canary Institute of Statistics of the Government of the Canary Islands (ISTAC). The analysis is based on making a breakdown of the structure of tourists visiting the Canary Islands through a cluster analysis. The variable which governs segmentation is the average spending per person per day in their home country and it applies to all the tourists arriving in the Canary Islands during 2014. Furthermore, through the application of this methodology you can check the possibilities of discrimination that some variables present as opposed to others which do not provide different results.

La segmentación del gasto turístico: el caso de Canarias