Methodical approach to segmentation of consumers of tourist services of rural agrarian tourism
Journal Title: Формування ринкових відносин в Україні. Збірник наукових праць - Year 2018, Vol 12, Issue 12
Abstract
The subject of the study is a methodical approach to segmentation of consumers of tourist services of rural agricultural tourism on a psychographic principle. The purpose of the study is to define and substantiate the methodical approach to segmentation of consumers of tourist services of rural green tourism on a psychographic principle. Research methods. In this work the dialectical method of scientific knowledge, the method of analysis and synthesis, the comparative method, the method of data generalization are used. Results of work. The article identifies four main segments of consumers of tourist services of rural agrarian tourism, namely: interested in the implementation of agricultural activities, independent agro– tourists, «rural romantics» and supporters of hedonism in rural agrarian tourism. The advantages of the psychographic method of market segmentation are determined. Conclusions. The results of the conducted research resulted in the following conclusions: the methodical approach to segmentation of consumers of tourist services of rural agrarian tourism based on the psychographic principle was proposed and substantiated, which allowed to distinguish four main segments of consumers, in particular: interested in carrying out of agricultural work, independent agro–tourists, rural «romantics» and supporters of hedonism in rural agrarian tourism. It is determined that among the main communication means advertising and direct marketing have the greatest influence on the behavior of consumers of tourist services.
Authors and Affiliations
O. S. MOLNAR, O. V. VIVCHARSKYY, A. A. SMAHIN
Keywords
Related Articles
- EP ID EP463274
- DOI 10.5281/zenodo.2556223
- Views 107
- Downloads 0
Operation of the system of valuation of fixed assets of industrial enterprises in the conditions of innovative development
Essence and types of estimations of cost of the fixed assets are exposed; determined the effects of the curvature of the cost of fixed assets, argued the need for value adjustments; substantiated scientific and practical...
Economic potential for energy savings:essence, structure and evaluation methods
Subject of research – the problems of determination of the category «economic potential» in the context of the formation of the structure and determination of methods for assessing the economic potential of energy saving...
Life cycle contracts: opportunities and risks of using in the framework of public–private partnership in Ukraine
The subject of the research is the methodological and practical aspects of using life cycle contracts as part of a public–private partnership in Ukraine. The purpose of writing this article is to determine the possibilit...
Economic justification to concept of adaptation the enterprise
In this article was considered general approaches to definition the concepts of "adaptation" and "adaptation of the enterprise". Had been analyzed scientists and practitioners theses about these concepts and formed our...
Classification and measurement of financial investments accounting for international and national standards
The article summarized and clarified the existing classification of financial investments and also the features that will ensure proper organization of accounting and analysis to provide necessary information to users on...