Motives as a foundation for segmentation of rural tourism beneficiaries

Abstract

Cilj rada je identifikacija turističkih segmenata korisnika ruralnog turizma na temelju motiva turističkih putovanja te opis segmenata u odnosu na ponašanje i socio-demografska obilježja. Provedeno je online anketno ispitivanje na prigodnom uzorku od 307 ispitanika. Faktorskom i klaster analizom utvrđena su dva tržišna segmenta – (1) ruralni istraživači i tražitelji opuštanja te (2) tražitelji relaksacije. Ruralni istraživači i tražitelji opuštanja značajno više u odnosu na tražitelje relaksacije vrednuju motive stjecanja znanja, relaksacije, uzbuđenja i socijalizacije. U ponašanju se razlikuju od drugog segmenta utoliko što preferiraju posjetu većem broju odredišta tokom jednog putovanja te ispuniti svoje slobodno vrijeme upravo putovanjima. Ruralni turizam najčešće posjećuju s obitelji i prijateljima. Za tražitelje relaksacije najvažniji motivi su motivi opuštanja i boravka s obitelji. Svoj odmor preferiraju provesti na jednom odredištu. Slobodno vrijeme najviše biraju ispuniti u igrama i sportskim aktivnostima. U odnosu na drugi segment, ovi turisti u značajnoj mjeri više posjećuju ruralni turizam s obitelji. Segmenti se ne razlikuju s obzirom na sociodemografska obilježja (spol, dob, školsku spremu, radni status, mjesto odrastanja, osobne prosječne mjesečne prihode i životni ciklus). Istraživanjem su dobivene vrijedne informacije koje pridonose boljem razumijevanju ruralnog turizma u Hrvatskoj.The aim of this paper is to identify tourist segments of rural tourism beneficiaries based on tourism travel motives and description of segments in relation to behavior and sociodemographic characteristics. An online survey was conducted on a sample of 307 respondents. Factor and cluster analysis identified two market segments - (1) rural explorers and seekers of relaxation and (2) relaxation seekers. Rural explorers and seekers of relaxation value significantly more motives of acquiring knowledge, relaxation, excitement and socialization than the other segment. They differ from other segment in a sense that they prefer to visit a larger number of destinations during a trip and to spend their free time on journeys. This segments visits rural destinations mostly with family and friends. For the seekers of relaxation the most important motives are motives of relaxation and spending time with their family. They prefer to spend their vacation at a single destination. They choose to spend their leisure time mostly in games and sports activities. Compared to the other segment, these tourists are visiting rural turism destinations considerably more with the family. Segments do not differ in terms of sociodemographic features (gender, age, school background, work status, place of growth, personal average monthly income and life cycle). The research has provided valuable information that contributes to a better understanding of rural tourism in Croatia