MULTIDIMENSIONAL SEGMENTATION OF POLISH SKI RESORTS VISITORS Cover Image
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MULTIDIMENSIONAL SEGMENTATION OF POLISH SKI RESORTS VISITORS
MULTIDIMENSIONAL SEGMENTATION OF POLISH SKI RESORTS VISITORS

Author(s): Adam R. SZROMEK, Andrzej Hadzik, Michał Żemła
Subject(s): Essay|Book Review |Scientific Life
Published by: Asociatia Romano-America a Managerilor de Proiect pentru Educatie si Cercetare
Keywords: sport tourism; market segmentation; winter sports

Summary/Abstract: This research examines the behaviors and preferences of Polish ski resorts visitors, the results of which serve as the basis of segmentation criteria. Using correspondence analysis has made it possible to consider a few important characteristics and behaviors of Polish skiers during the segmentation process. On the basis of the conducted analysis, seven segments were created. This was the starting point for an in-depth analysis of the behavior of visitors, particularly in regard to the frequency and length of their stays along with characteristics that differentiate particular groups of skiers. The conducted analysis revealed how to better match marketing strategies of particular Polish ski resorts to the visitors’ needs. The research also proved a high level of utility of the methods used (e.g. correspondence analysis) in doing a multidimensional segmentation of the tourism market.

  • Issue Year: 5/2012
  • Issue No: 1
  • Page Range: 41-56
  • Page Count: 15
  • Language: English