MOTIVATION AND SEGMENTATION OF TOURISTS IN RURAL AREAS: CASE STUDY OF SERBIA
MOTIVATION AND SEGMENTATION OF TOURISTS IN RURAL AREAS: CASE STUDY OF SERBIA

Summary/Abstract: Rural tourism is one of the alternative forms of tourism attracting an increasing number of tourists. Serbia has great potential for the development of rural tourism, which has not been properly activated. To better understand the attitude of tourists towards rural tourism, an online questionnaire has been made. Based on the answers, we made clusters and market segmentation. The questionnaire contains 18 psychographic variables (travel philosophy, travel motive and personal values) towards rural tourism. The survey covered 300 examinees. Using the Categorical analysis of the main components (CatPCA), the segmentation of the tourists has been made. Three segments of tourists have been formed according to their similar attitudes towards rural tourism. With the Mann Whitney U test, the attitudes of male and female examinees have been compared. The Kruskal-Wallis test has been used to show the connection between the motives of spending holidays in the rural areas, and the distance of the rural destination, as well as the attractiveness of the rural tourism to certain age categories. A typology of tourists in rural tourism is proposed, to assist managers involved in rural tourism to understand the needs of different target groups and apply appropriate strategies and management.

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