engleski

Tourist segmentation in memorable tourism experience survey

Purpose – In spite of the fact that management of a tourist destination is aimed at reaching a larger number of markets, each market consists of consumers who have similar but not necessarily homogenous needs (Cobert et al, 2007), and measuring memorable tourism experience becomes the basis for planning future tourist activities. The purpose of this study is to explore the segmentation of tourist visitors of the chosen destinations with regard to their rating of memorable tourism experience. Design – In order to adequately address visitor needs for memorable tourism experience in a tourist destination, hierarchical segmentation was applied. The survey was conducted in 2017 on 1452 respondents who had visited eight tourist cities in the Republic of Croatia. Methodology – The study applied a reliable and valid MTE instrument (Chandralal and Velenzuela, 2015) from which for the purpose of segmentation from the latent dimension Perceived Significance the variable ME5 was extracted „It was a special experience for me“. Approach – Hierarchical clustering followed by K-means procedure extracted 3 clusters of visitors. Inferential statistical analysis was used to test (demographic) characteristics of identified segments followed by description of all three segments based on the determined differences. Findings – Differences between the segments were identified on six demographic variables. Each segment has been described on the basis of variable ME5 and demographic characteristics. Originality of the research –The research findings refer to geographic, socio-demographic and psychographic determinants of the tourist offer at tourist sites in the Republic of Croatia.

segmentation, memorable tourism experience, cluster analysis, tourist destination

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