Mapping tourist consumption behavior from destination card data: what do sequences of activities reveal?

Destination cards are popular means to promote attractions, events, and consumption. This research aims to investigate tourists' preferences by identifying the most common sequences of activities recorded by a destination card. We use pattern recognition and cluster analysis techniques. Evidence shows that most tourists prioritize outdoors moderately engaging activities, that there is a love for variety, and that cultural tourists are the only relevant group characterized by choosing activities belonging to the same type (indoors‐intellectual engagement) along the engagement‐leisure scale.