Профилиране на българските потребители на туристически продукти
Benefit Segmentation Of Bulgarian Tourist

Summary/Abstract: The peculiarities of consumer behaviour is of key importance for the successful customer centric approach implementation in tourism marketing. The majority of existing studies focused on Bulgarian tourist market groups customers on the basis of the tourist nationality or the type of tourism practiced. Insufficient researched remains attitudes and expectations. The study aims to segment Bulgarian tourists by using benefit segmentation approach. Benefits are described via 16 binary variables. Data is collected via online survey with 858 valid responses. The segmentation was performed by cluster analysis. Segments identification is made both by hierarchical and non-hierarchical clustering algorithms. The existence of five segments has been proven. They are profiled on the base of socio-demographic and behavioural characteristics. Recommendations for using the information from the study in business practice and scientific researches are formulated.

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