Disclosing homogeneity within heterogeneity: A segmentation of Spanish active tourism based on motivational pull factors

In the context of postmodern tourism, active tourism has acquired great importance. This type of travel fits the tastes of the new tourist, who seeks new and differentiated experiences that deliver a diverse range of sensations. The present works aims at in depth exploring the profile of active tourists, with emphasis on the reasons that lead them to seek this kind of experiences. Given the framework provided by the push and pull theory, the aim...