engleski

Segmenting tourists based on interest for visiting attraction on rural area

The aim of this study is to analyse tourists’ interest in visiting attractions on rural area among three groups of tourists that stayed in seven seaside tourist resorts in Istria County. Tourists were a prior grouped based on their interest in spending a part of their vacation on rural area. The differences among groups and interest in visiting different attraction on rural area were determined using one-way analysis of variance. Sample characteristics for the three groups are presented. Significant differences among the three groups were found from the aspect of visiting protected areas, attending local entertainment events, visiting different cultural heritage sites, visiting museums and exhibitions, interest in local cuisine, hospitality of locals, entertainment possibilities, variety sports and recreational activities, diversity of architectural styles, organised excursion, scenic and natural beauty, environmental preservation, picturesqueness and tidiness, variety of cultural events and variety of entertainment possibilities. The results suggest that, among tourists who spend their vacation in seaside resorts, there is a segment of tourists that is interested in spending a part of their vacation on rural area. These tourists showed certain level of interest in visiting different attraction on rural area so there is a possibility in creating specific tourism offer suitable for them. The results are based on convenient sample so they may not be generalized to the overall tourism market. Data were collected during high season and the results may differ those collected in other parts of the year. Based on the results there is a possibility for developing marketing attraction on rural area targeted on tourists who spend their vacation in various seaside resorts.

market segmentation; attractions; interest for rural area; Istria County; ANOVA

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