USING THE RESIDENTS’ PROFILE AS POTENTIAL TOURISTS IN TOURIST MARKET SEGMENTATION: THE CASE OF MURES COUNTY, ROMANIA

Maria Oroian, Ramona-Flavia Ratiu and Marinela Gheres
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Maria Oroian: Dimitrie Cantemir University, Bodoni Sandor 3-5, Tîrgu Mure?, Mure?, România,
Ramona-Flavia Ratiu: Dimitrie Cantemir University, Bodoni Sandor 3-5, Tîrgu Mures, Mures, România
Marinela Gheres: Babes-Bolyai University, Teodor Mihali 58-60, Cluj-Napoca, Romania

Academica Science Journal, Economica Series, 2013, vol. 1, issue 2, 21-34

Abstract: This paper has attempted to investigate and provide an overview of the residents' profile as potential tourists in Mure? County, Romania, to serve as a base for travel agencies offers, according to residents' motivation, planning holiday preferences and their perception of some important factors for their tourist experience. There was also considered the possibility of statistical market segmentation based on tourist behavior measured in the survey, using as predictors the frequency of tourist traveling, the distance, the money spent daily per person and the favorite destinations. In order to gather this information a self-completion questionnaire was given to 420 persons, with a 97.1% response rate. Applying a two-step cluster analysis, we found four segments namely: ordinary tourists, average tourists, idle tourists and frequent tourists, each cluster being analyzed in terms of the questionnaire variables. The findings could assist travel agencies in developing the tourist destinations based on underlying planning holiday issues and the profile of the clusters. Also some policy recommendations are given to the travel agencies managers in order to appropriately develop of their business and to attract more costumers from Mures County residents.

Keywords: residents' profile as potential tourists; segmentation; cluster analysis; vacation planning (search for similar items in EconPapers)
Date: 2013
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