Original scientific paper

https://doi.org/10.5559/di.23.4.06

Season-Oriented Destination Positioning for Visitors in the Mediterranean

Helena Nemec Rudež orcid.org/0000-0002-1213-4693 ; Faculty of Tourism Studies – Turistica, Portorož, Slovenia
Gorazd Sedmak ; Faculty of Tourism Studies – Turistica, Portorož, Slovenia
Ksenija Vodeb ; Faculty of Tourism Studies – Turistica, Portorož, Slovenia
Štefan Bojnec ; Faculty of Management, Koper, Slovenia

Abstract

Despite the widespread interest in tourism seasonality, there
is little empirical research on seasonal changes of benefits
sought by visitors. Destination positioning based on seasonal
changes of benefits sought by visitors is addressed in this
study. A Northern Mediterranean destination, Portorož is
taken as a case study to investigate whether benefits design
different benefit-based segments across the seasons. Cluster
analysis for the spring, summer and autumn/winter seasons
was undertaken on delineated factor scores of benefits on a
yearly basis. The study shows that visitors who search for
similar benefits across seasons are related with different
demographics and travel related characteristics of visitors.

Keywords

seasonal variations; benefit segmentation; Mediterranean; cluster analysis

Hrčak ID:

133950

URI

https://hrcak.srce.hr/133950

Publication date:

31.12.2014.

Article data in other languages: croatian

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