Image of a Tourist Attraction and Psychographic Profile of the Tourist: Data Mining Approach

The goal of this research is to understand the image of an attraction from the national tourist point of view and its psychographic profile. The study was made in relation to the Archeological Sanctuary of Pachacamac in Lima, Peru. For this purpose, unstructured data mining-a cutting-edge method-was used. In order to get relevant data, 209 comments from TripAdvisor were collected, while for the Big Five personality analysis, five comments per visitor about different places were processed to determine their psychographic profile (a total of 1045 comments). Through qualitative research method, terms that describe the touristic image of this place were identified, which were then analyzed using the Lexalytics Software to determine the related keywords, their emotional valuation, and frequency. The applied research design was phenomenological, as we sought to know about the visitor experience of the tourist. Results indicated a positive perspective on the image of the Archeological Sanctuary of Pachacamac by visitors due to how close they are to the location-the site's museum, the historical weight that precedes this place, cultural tourism, and the services provided there. Moreover, it was noted that most visitors were men (75.60%) from the X Generation and Baby Boomers and they are basically liberal, artists, organized, hard-working people, contemplative, and kind. This data contributes to better decision-making, generating use full information that could be used by tourism professionals and those in charge of the destination's management.