Preliminary communication
https://doi.org/10.20867/thm.18.1.4
Tourism market heterogeneity in Romanian urban destinations, the case of Brasov
Adina Nicoleta Candrea
; Faculty of Economic Sciences, Brasov, Romania
Cristinel Constantin
; Faculty of Economic Sciences, Brasov, Romania
Ana Ispas
; Faculty of Economic Sciences, Brasov, Romania
Abstract
This paper is set on the context of tourism marketing and it investigates the concept of segmentation as an important tool in the management of urban tourism destinations.
Segmentation presumes the existence of heterogeneity among customers in the market, and has received considerable support within the tourism literature while urban tourism has been the object of intensive research for several years. Based on a quantitative research, the present study, aims to provide a deeper insight into the typology of tourists visiting Romanian urban tourism destinations, with a focus on the city of Brasov. The survey reveals that the studied sample can be grouped into different clusters according to their socio-demographic and travel characteristics.
As the results demonstrate that each of the identified tourists segments has different profiles, the implications for destination management are discussed. Recommendations are also highlighted in order to assist destination managers to formulate marketing strategies adapted to the different market segments, aiming to better position Brasov as an urban destination on the competitive national and international market.
Keywords
Market heterogeneity; Profile; Segmentation; Urban destination; Tourists
Hrčak ID:
83822
URI
Publication date:
1.6.2012.
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