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 Hun...

Full description

Saved in:
Bibliographic Details
Published in:GeoJournal of tourism and geosites 2024-09, Vol.55 (3), p.1076-1089
Main Authors: MÜLLER, Anetta, BÁCSNÉ, Éva Bába, RÁTHONYI, Gábor Gergely, HRISZTOV, Jordán Tütünkov, KULCSÁR, Noémi, RÁKÓ, Erzsébet, KOVÁCS, Sándor, LENGYEL, Attila
Format: Article
Language:English
Subjects:
Behavior
Cultural heritage
Demographics
Demography
Economic growth
GDP
Gross Domestic Product
Literature reviews
Market segments
Market strategy
Marketing
Preferences
Segmentation
Statistical analysis
Tourism
Travel
Trends
Young adults
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
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.
ISSN:2065-1198
2065-0817
2065-1198
DOI:10.30892/gtg.55309-1281