Language tourism destinations: a case study of motivations, perceived value and tourists’ expenditure

The economic potential of language tourism is manifested in the number of summer courses organised by some countries. Even if learning the language is the main motivation for travelling, the tourists also take into account other characteristics when choosing a destination, such as the location, the safety, the quality of the language or the cultural attractions. The objective of the current study is to analyse the profile of language tourists according to their motivations to study Spanish and their perception of the destination and to examine this profile as a driver of tourists’ expenditures. Specifically, this work analyses a sample of tourists who attended Spanish courses in language schools and academies in the city of Valladolid (Spain). The analysis of their expenditure during the stay reveals that expenditure is affected by visitors’ motivations and perceptions.