WPŁYW SEGMENTACJI RYNKU NA KONCEPCJĘ PRODUKTU AGROTURYSTYCZNEGO
THE IMPACT OF MARKET SEGMENTATION ON THE AGRITOURISM PRODUCT CONCEPT

Summary/Abstract: Societal changes result in the increasing role of tourism, which is becoming one of major industries for many countries, including Poland. In a market economy where success depends on a number of sold products, the process of segmentation of tourism services market becomes particularly important. The analysis was based on the literature and the results of the survey among the owners of agritourism farms in the Podkarpackie voivodeship. On the basis of information from secondary sources, one can conclude that the process of segmentation is an important element when creating an agritourism product. The analysis of the results of the survey shows that, in practice, the surveyed owners of agritourism farms do not create their product having the target group of clients in mind. It must therefore be assumed that the future belongs to professionally prepared agritourism service offerings designed for a specific group of buyers.

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