Customer Typology on the Travel Market

Abstract

The aim of this article is to create a customer typology on the travel market in the Czech Republic according to what way of travelling abroad consumers prefer. Quantitative research was used for conducting primary data, which were obtained through an online questionnaire survey in February 2022. The researched population consisted of residents of the Czech Republic, who are over 15 years old and travel abroad on holiday at least once a year (before Covid-19 pandemics). A total of 579 respondents completed the survey, from which 399 respondents travel abroad on holiday, remaining 180 interviewed people were excluded from the research as they do not travel abroad. All data were analysed using IBM SPSS Statistics program. Respondents expressed their agreement with a total of 14 statements depending on if they prefer individual or organised way of travelling abroad on holiday. Based on how they evaluated these statements they were divided into several segments, according to their common characteristics, using factor and cluster analysis. Four segments were defined for individual travel market: “Trendy travellers“, „Adventurers“, „Easy- going travellers“ and „Open-minded travellers“ and also four segments for the organised travel market: “Influenceable travellers“, „Indifferent travellers“, „Conservative travellers“ and „Loyal travellers“.