Homogeneity studies in recent decades have segmented residents according to their attitudes. The aim of this work is to segment the residents of Punta del Este according to their attitudes toward tourism. Recently, there have been some segmentations of residents in diver's tourist destinations in the world. Resident segmentation has been performed with a cluster analysis using the K-mean algorithm, generating three groups: enthusiastic supporters (33.1%), supporters with nuanced opinion (45.2%), and people without a formed opinion (21.7%). The profile of the groups generated is quite similar and no groups with a clear opposition to tourism have been detected. The overall assessment of the residents surveyed in this research is positive.
TopIntroduction
Tourism mainly depends on the goodwill of the local residents. The support of the local population is essential for the development of the tourism sector (Fredline, Deery, & Jago, 2013; Sharpley, 2014; Stylidis & Terzidou, 2014; Tovar & Lockwood, 2008; Vargas, Plaza, & Porras, 2009). It is a well-known fact that tourism developers and entrepreneurs should take into account the local community if they wish to achieve sustainable tourism (e.g., Ap & Crompton, 1998; Byrd, Bosley, & Dronberger, 2009; Gursoy, Chi, & Dyer, 2010; Nunkoo & Ramkissoon, 2012) as the reaction of the local residents is extremely important (Williams & Lawson, 2001). The investigation of local residents´ reaction and attitude towards tourism is a key element in the correct planning of tourism. If the reason for the support or opposition on behalf of the residents is known, development can be adapted to minimize negative impacts and maximize positive impacts (Williams & Lawson, 2001).
A wide range of investigations have focused their work on measuring attitudes and evaluating their relationship with perceived impacts (e.g., Almeida, Balbuena, & Cortés, 2015; Andereck & Nyaupane, 2011; Brida, Chiappa, Meleddu, & Pulina, 2014; Frleta, 2014; Gursoy, Chi, & Dyer, 2009; Nepal, 2008; Nunkoo & Gursoy, 2012; Sharma & Dyer, 2009; Vargas, Porras, & Plaza, 2014).
However, the majority of the investigations which have been carried out do not analyze the heterogeneous nature of the studied population as one of their objectives. It should be noted that it is logical to consider that there is significant heterogeneity in the attitudes of residents due to various personal factors: working or not working in the sector, being from the region or not, educational and cultural levels, personal values, etc. Investigations which have sought to segment residents according to their attitudes towards tourism (e.g., Ali, Hussain, Nair, & Nair, 2017; Brida, Osti, & Barquet, 2010; Del Chiappa, Lorenzo-Romero, & Gallarza, 2016; Del Chiappa, Presenza, & Yücelen, 2016; Fredline et al., 2013; Garau, Díaz, & Gutiérrez, 2014; Gon, Osti, & Pechlaner, 2016; Lundberg, 2015; Monterrubio & Andriotis, 2014; Ribeiro, Valle, & Silva, 2013; Sinclair-Maragh, Gursoy, & Vieregge, 2015; Vareiro, Remoaldo, & Ribeiro, 2013; Ven, 2016; Weaver & Lawton, 2013) have repeatedly demonstrated this idea by revealing groups which are very supportive of tourism in comparison to other groups who are less enthusiastic or clearly opposed to the development of this sector (Sharpley, 2014).