Segmenting Tourist Spending Behavior: The Influence of Demographic and Behavioral Factors on Expenditure
Segmenting Tourist Spending Behavior: The Influence of Demographic and Behavioral Factors on Expenditure

Author(s): Ana Shkreta Bisha, Aurora Halili
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Tourism spending; Demography; Behavioral patterns; Segmentation; Sustainable tourism strategies
Summary/Abstract: This study utilizes 2024 survey data from southern Albania to examine the effects of demographic and behavioral factors on tourist spending, categorizing tourists into low, average, and high spenders. Demographic factors such as gender, age, education level, and employment status are analyzed alongside behavioral factors, including time spent, use of tourist packages, and type of tourist (individual versus family/group). A Probit regression and estimation using robust standard errors in SPSS is applied to segment tourist behaviors, ensuring accurate and reliable results by adjusting for any heteroscedasticity that might influence the estimates, given the diverse nature of tourism expenditure and demographic backgrounds. Results show significant differences in tourist satisfaction associated with spending behavior, particularly in relation to demographic and behavioral patterns. The findings of this analysis provide critical insights into the key factors influencing spending and help in the design of targeted tourist services.

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