Market Segmentation: An Application to the Schist Village Tourism Destinations

Abstract

Purpose -The Schist Village network is a sustainable development project in Portugal's Pinhal Interior region that includes 27 villages located in the central inland area of the country. Overall, this study sets out evidence about the motivations, interests, behaviors, and images of visitors/tourists (tourism consumers) regarding the Schist Villages in the area.Design/Methodology/Approach -The sample of individuals interviewed includes a total of 223 individuals (59 international and 164 national tourists), all of whom personally answered the questionnaire.Findings and implications -Through analysis of the survey results obtained, it is possible to chart a profi le of Schist Village visitors/tourists, ascertain their preferences and the key attributes associated with the image of this tourist destination and, based on these, put forward strongly focused orientations and guidelines to help develop future marketing plans for this territory.Limitations -One limitation stems from how the data was gathered and analyzed constitutes but a mere "moment" in a fairly vast and dynamic universe given that the questionnaires were completed across a defi ned and fairly brief period of time. The fact that the questionnaires were handed out by network partners eff ectively excluded from the study all those tourism consumers who travel and visit the territory without any direct recourse to the services of the aforementioned partners. SažetakSvrha -Mreža Schist Village predstavlja projekt održivoga razvoja u regiji Pinhal Interior, a obuhvaća 27 sela u središ-njem području unutrašnjosti Portugala. Istraživanje pruža dokaze o motivima, interesima, ponašanjima te predodžbi koju posjetitelji/turisti (turistički potrošači) imaju o destinaciji Schist Village.Metodološki pristup -Uzorak intervjuiranih posjetitelja uključuje 59 međunarodnih turista te 164 domaća turista, što je ukupno 223 ispitanika koji su osobno sudjelovali u istraživanju.Rezultati i implikacije -Analizom rezultata dobivenih anketiranjem moguće je prikazati profi l posjetitelja/turista Schist Villagea, utvrditi njihove preferencije i ključna obilježja povezana s imidžom ove turističke destinacije, te na temelju njih istaknuti jako usredotočene smjernice i upute za razvoj budućih marketinških planova za ovo područje.Ograničenja -Jedno ograničenje proizlazi iz načina na koji su prikupljeni i analizirani podaci, a što predstavlja samo "trenutak" u povelikom i dinamičnom prostornom te vremenskom okviru jer su upitnici podijeljeni i ispunjeni u određenom i relativno kratkom razdoblju. Isto tako, činje-nica da su upitnike ispitanicima uručivali partneri u mreži projekta znači da su iz istraživanja isključeni svi oni turisti koji putuju i posjećuju područje, ali izravno ne koriste usluge navedenih partnera. Vol. 29, No. 2, 2017, pp. 205-218 UDK 339.13.017:338.48-44(469 Vol. 29, No. 2, 2017, pp. 205-218 Originality -This study presents an easy and clear way to segment the market that could be used by several stakeholders in order to improve their targeting activi...

Strategi Pengembangan Destinasi Wisata Kabupaten Jember

“…Pariwisata merupakan sebuah kegiatan yang ditunjang oleh beberapa sarana dan prasarana yang difasilitasi oleh pengelola maupun pemerintah daerah. Penelitian (Johana et al, 2020) Kajian (Paco & Martinho, 2017) menggarisbawahi bahwa pariwisata adalah suatu sistem besar yang mencakup rangkaian kegiatan yang kompleks yang terdiri dari berbagai komponen seperti ekonomi, politik, sosial, budaya, ekologi dan lain-lain. Hal yang sedikit berbeda dingkapkan oleh (Lahap et al, 2016) bahwa analisis pariwisata tidak dapat dipisahkan dari sistem lain seperti politik, ekonomi, sosial dan budaya ketika pariwisata dipandang sebagai suatu sistem.…”