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Benefit Segmentation of Seaside Destination in the Phase of Market Repositioning: the Case of Portorož
Author(s) -
Rudež Heleemec,
Sedmak Gorazd,
Bojnec Štefan
Publication year - 2011
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.881
Subject(s) - market segmentation , tourism , marketing , business , segmentation , product (mathematics) , destination marketing , phase (matter) , advertising , destinations , computer science , geography , artificial intelligence , mathematics , chemistry , archaeology , organic chemistry , geometry
ABSTRACT The purpose of the paper is to present benefit segmentation of visitors to Portorož, a mature seaside Mediterranean destination, during a phase of repositioning, to understand whether it attracts visitors who seek benefits other than just passive leisure, which characterized Portorož in the past. Four distinct segments of visitors and their characteristics were identified. The largest segment, ‘well‐being visitors’, is looking for physical activity and convenience. The results give us better insight into the demand side; on the other hand, they have practical implications for tourism suppliers, who try to adapt their product to new conditions. Copyright © 2011 John Wiley & Sons, Ltd.