EARLY PURCHASE IN TOURIST ACTIVITIES: EVIDENCE FROM A UNESCO WORLD HERITAGE SITE

Abstract

Tourism in Seville (Spain) is presented as the economic engine of the city and the management of its cultural heritage as the central claim that justifies its visit. The planning of the trip influences the traveller needs to visit the Alcazar of Seville and the reservation of tickets. Using Machine Learning techniques on purchases made from the tourist product of the guided tour and taking the difference between the dates of the purchase and the time of the visit you get associations of the behaviour of the traveller that can be valued for the marketing actions of local operators versus the Online Travel Agencies (OTAs) that have a favourable position in the global tourist attractions market.