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
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- EP ID EP463274
- DOI 10.5281/zenodo.2556223
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