SEGMENTATION OF YOUNG ADULT TOURISTS VISITING CROATIAN CITIES: A HUNGARIAN CASE STUDY
Croatia's allure as a cultural, natural, and historical destination in the global tourism landscape has garnered increasing interest from international travelers, including Hungarian tourists. This study addresses the research gap in demographic segmentation and destination preference among H...
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| Main Authors: | , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura Universităţii din Oradea
2024-08-01
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| Series: | Geo Journal of Tourism and Geosites |
| Subjects: | |
| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-3-2024/gtg.55309-1281.pdf |
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| Summary: | Croatia's allure as a cultural, natural, and historical destination in the global tourism landscape has garnered increasing
interest from international travelers, including Hungarian tourists. This study addresses the research gap in demographic
segmentation and destination preference among Hungarian adults aged 18-34, a crucial yet understudied market segment within
Croatian tourism. Our analysis integrates descriptive statistics and ordinal regression to assess how tourism preferences influence
satisfaction. A two-step clustering method identifies demographic clusters, further analyzed to determine their visitation patterns
to 11 Croatian cities, revealing significant travel behaviour insights. The findings reveal distinctive clusters with varied travel
behaviours and preferences, indicating that tailored marketing strategies could significantly enhance the tourism experience. The
travel patterns suggest a move towards personalized travel experiences and an inclination towards autonomy and comfort in
accommodation choices. The study enriches the discourse in tourism segmentation and destination analysis, suggesting that
understanding the intricate preferences of demographic segments can lead to more effective marketing approaches. Practically, it
offers actionable insights for tourism operators, marketers, and policymakers to fine-tune their strategies to cater to this
demographic, potentially leading to increased visitation and deeper engagement with Croatian tourism offerings.
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| ISSN: | 2065-0817 2065-1198 |