Motivi kao temelj segmentacije korisnika ruralnog turizma

master's thesis

• Title (english): Motives as a foundation for segmentation of rural tourism beneficiaries
• Author: Viktorija Primorac
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Lari Hadelan (član povjerenstva)
• Committee member: Marija Cerjak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Marketing in Agriculture); Zagreb
• Defense date and country: 2019-07-15, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj rada je identifikacija turističkih segmenata korisnika ruralnog turizma na temelju motiva
turističkih putovanja te opis segmenata u odnosu na ponašanje i socio-demografska
obilježja. Provedeno je online anketno ispitivanje na prigodnom uzorku od 307 ispitanika.
Faktorskom i klaster analizom utvrđena su dva tržišna segmenta – (1) ruralni istraživači i
tražitelji opuštanja te (2) tražitelji relaksacije. Ruralni istraživači i tražitelji opuštanja
značajno više u odnosu na tražitelje relaksacije vrednuju motive stjecanja znanja, relaksacije,
uzbuđenja i socijalizacije. U ponašanju se razlikuju od drugog segmenta utoliko što
preferiraju posjetu većem broju odredišta tokom jednog putovanja te ispuniti svoje slobodno
vrijeme upravo putovanjima. Ruralni turizam najčešće posjećuju s obitelji i prijateljima.
Za tražitelje relaksacije najvažniji motivi su motivi opuštanja i boravka s obitelji. Svoj odmor
preferiraju provesti na jednom odredištu. Slobodno vrijeme najviše biraju ispuniti u igrama i
sportskim aktivnostima. U odnosu na drugi segment, ovi turisti u značajnoj mjeri više
posjećuju ruralni turizam s obitelji. Segmenti se ne razlikuju s obzirom na sociodemografska
obilježja (spol, dob, školsku spremu, radni status, mjesto odrastanja, osobne prosječne
mjesečne prihode i životni ciklus).
Istraživanjem su dobivene vrijedne informacije koje pridonose boljem razumijevanju
ruralnog turizma u Hrvatskoj.

Abstract (english)

The aim of this paper is to identify tourist segments of rural tourism beneficiaries based on
tourism travel motives and description of segments in relation to behavior and sociodemographic
characteristics. An online survey was conducted on a sample of 307
respondents.
Factor and cluster analysis identified two market segments - (1) rural explorers and seekers
of relaxation and (2) relaxation seekers. Rural explorers and seekers of relaxation value
significantly more motives of acquiring knowledge, relaxation, excitement and socialization
than the other segment. They differ from other segment in a sense that they prefer to visit a
larger number of destinations during a trip and to spend their free time on journeys. This
segments visits rural destinations mostly with family and friends.
For the seekers of relaxation the most important motives are motives of relaxation and
spending time with their family. They prefer to spend their vacation at a single destination.
They choose to spend their leisure time mostly in games and sports activities. Compared to
the other segment, these tourists are visiting rural turism destinations considerably more
with the family. Segments do not differ in terms of sociodemographic features (gender, age,
school background, work status, place of growth, personal average monthly income and life
cycle).
The research has provided valuable information that contributes to a better understanding
of rural tourism in Croatia.

• Keywords: ruralni turizam; motivi; segmentacija
• Keywords (english): rural turism; motives; segmentation
• Language: croatian
• URN:NBN: urn:nbn:hr:204:046957
• Study programme: Title: Organic Agriculture with Agrotourism; Study programme type: university; Study level: graduate; Academic / professional title: magistar / magistra inženjer/inženjerka ekološke poljoprivrede i agroturizma (magistar / magistra inženjer/inženjerka ekološke poljoprivrede i agroturizma)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-07-17 06:52:06