engleski

Segmenting Domestic Tourism Demand : Application of Factor and Cluster analyses

Progress in the Information & Communication Technology (ICT) had brought a fast development of business activities on the Internet (e-business) as well as development of a variety of computer assisted market research methods. These changes are also noticeable in tourism, as it is possible not only to advertise and make booking over the Internet but also to condust surveys by using CADAC methods. Literally, Cawi (computer assisted web interviewing) method of market survey enables researching the market segment of on-line users of tourism services. because of the fact that specified respondents make only one market segment, defects characteristic for a CAWI method can be successfully removed by implementing the ICDC method. In any case, combining the possibilities of doing business over Internet with possibility of analysing the behaviour of its users is the main characteristic of e business in tourism. This paper presents the main characteristics of the CAWI as one of the CADAC methods, and compares possibilities of its implementation in combination with other characteristics of e-business in tourism.

market segmentation ; domestic tourism demands ; cluster analysis ; factor analysis

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