Segmentacija tržišta u turizmu – Primena Švarcove teorije vrednosti
Market Segmentation in Tourism - An Application of the Schwartz‘s value theory
Apstrakt
Turizam predstavlja jedan od najbrže rastućih ekonomskih sektora. Kako današnje turističko tržište karakterišu brze promene i jaka konkurencija, borba za turiste predstavlja svakodnevno pitanje sa kojim se suočavaju turistički entiteti. U proteklih par decenija turistička tražnja se značajno izmenila i od masovne i unificirane, postala visoko informisana, personalizovana, sa najrazličitijim individualnim zahtevima i preferencijama. Segmentacija tržišta javlja se kao nezaobilazan proces u isporučivanju odgovarajuće vrednosti turistima. Kako bi ostvarila što bolje poslovne rezultate, turistička preduzeća traže načine kako bi svoju ponudu što bolje prilagodila potrebama turista. Cilj rada je da pokaže da li sistem vrednosti potrošača može uticati na donošenje odluka prilikom odabira turističkih aranžmana. Istraživanje je sprovedeno na uzorku od 168 ispitanika, koji su prevashodno odabrani iz populacije studenata Beogradskog Univerziteta. Za odgovore na istraživačka pitanja, korišćen je Švarcov model sistema vrednosti. Ovako definisan sistem vrednosti poslužio je kao osnova za segmentaciju turističkog tržišta. Istraživanje je pokazalo da se na bazi takve segmentacije mogu izdvojiti četiri turistička klastera: „individualisti“, „skromni tradicionalisti“, „hedonisti“ i „druželjubivi avanturisti“.
Abstract
Tourism is one of the fastest growing economic sectors. As nowdays tourism market is characterized by rapid changes and strong competition, the struggle for tourists represents everyday issue which tourist entities face with. In the past few decades, tourism demand has significantly been changed. From the unified and mass, it has become highly informed, personalized, with different individual requirements and preferences. Market segmentation occurs as an inevitable process in delivering appropriate value to tourists. To achieve better business outcomes, tourism businesses are looking for ways to make their offer suitable for tourists needs. The aim of this paper is to show if there is an impact of the value system on the consumer decision-making in choosing travel arrangements. The survey was conducted on a sample of 168 respondents, who were primarily selected from the population of students of the University of Belgrade. In order to answer the research questions, Schwartz’s system of values model was used. Thus defined value system was used as the basis for segmentation of the tourist market. The survey showed that based on such segmentation, tourist can be divided into four clusters: „individualists“, „modest traditionalists“, „hedonists“ and „social adventurers“.
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