Abstract:Purpose
The purpose of this paper is to compare the imaginaries of Generation Z inhabitants of heritage cities in the Mexican Bajio regarding their city of residence and the institutional imaginary of urban tourism.
Design/methodology/approach
A total of 186 students from five Mexican heritage cities completed an online questionnaire and participated in focus groups. The authors used a mixed approach with qualitative analysis for open-ended responses and a Kruskal Wallis test to measure attitudes towards tou… Show more
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