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The Consumer Choice Of Tourism Products - Sustainable Criteria For Market Segmentation

Author

Listed:
  • Ivan Marchevski

    (D. A. Tsenov Academy of Economics)

  • Krista Neykova

    (D. A. Tsenov Academy of Economics)

Abstract

The purpose of this paper is to empirically identify relevant and sustainable criteria for segmentation of Bulgarian consumers of tourism products in the process of making purchasing decisions. The study draws on original data gathered through an online survey of 898 Bulgarians, which was analysed using a range of statistical tests. Segmentation was performed using cluster analysis (hierarchical and non-hierarchical clustering). The analysis suggests that Bulgarian consumers of tourism products can be adequately and consistently segmented on the basis of five criteria: (1) their preferred mode of travel, (2) mode of planning and organising tourist trips, (3) the type of tourism they prefer, (4) the budget they normally spent for tourism and (5) their preferences regarding used sources of information. The market segments identified are directly related to a specific aspect of consumer choice in the purchase decision process. The results of this study can be used by providers of tourism services (tour operators, travel agencies, etc.) when defining the parameters of the tourist services they offer in order to influence consumer choice in the purchasing decision process.

Suggested Citation

  • Ivan Marchevski & Krista Neykova, 2023. "The Consumer Choice Of Tourism Products - Sustainable Criteria For Market Segmentation," Business Management, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, issue 2 Year 20, pages 5-22.
    • Handle: RePEc:dat:bmngmt:y:2023:i:2:p:5-22
    as

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    File URL: http://hdl.handle.net/10610/4728
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    References listed on IDEAS

    as
    1. Paker, Neslihan & Vural, Ceren Altuntaş, 2016. "Customer segmentation for marinas: Evaluating marinas as destinations," Tourism Management, Elsevier, vol. 56(C), pages 156-171.
    2. Alexandra VINEREAN, 2014. "Market Segmentation in the Decision Making Process in Tourism," Expert Journal of Business and Management, Sprint Investify, vol. 2(1), pages 14-29.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    tourist market; market segmentation; segmentation criteria; cluster analysis; Bulgarian tourists;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • C19 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Other

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