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Profil srpskih i austrijskih potrošača ruralnog turizma
Profile of rural tourism consumers in Serbia and Austria
Projekat: 451-0302141/2017-09/09
Sažetak
U cilju uspešnog pozicioniranja na menadžerima i marketarima ruralnog turizma je da se upoznaju sa ponašanjem potrošača. Prvenstveno moraju da odgovore na pitanje koji profil potrošača odgovara određenoj turističkoj destinaciji? Tri su statistička merila koja se koriste kako bi se istražilo ponašanje potrošača (turista) i to su: obim, vrednost i profil. Profil objedinjuje karakteristike samog potrošača i karakteristike putovanja. Cilj rada je da se na osnovu rezultata sprovedenog istraživanja definiše profil potrošača ruralnog turizma uzimajući u obzir dve sociodemografske karakteristike potrošača, uzrast i nivo obrazovanja, u poređenju sa tri karakteristike putovanja: učestalost posete ruralnoj turističkoj destinaciji, pratioci na putovanju i izvori informacija koje potrošači koriste prilikom planiranja posete ruralnoj turističkoj destinaciji. Istraživanjem su obuhvaćena dva oblika ruralnog turizma, salaši i vinski turizam. Uzorak je obuhvatio po 150 ispitanika sa teritorije Republike Srbije i Republike Austrije. U cilju testiranja postavljenih hipoteza primenjen je metod unakrsnog tabeliranja.
Abstract
In order to achieve successful positioning, rural tourism managers and marketers need to understand consumer behaviour. Above all, they need to answer the question of which customer profiles are suitable to particular tourist destinations There are three types of statistical measurement used for research into consumer, i.e. tourist behaviour, and those are volume, value and profile. A profile encompasses characteristics of the consumers per se and characteristics of trae. The aim of the paper is to define the profile of rural tourism consumer based on the results of the conducted research, taking into account two socio-demographic characteristics of the consumers - age and education level in relation to three characteristics of travel - frequency of engaging in rural tourism, travel companions and information sources used to plan the trip. The research encompassed 150 respondents each from Serbia and Austria respectively. Cross-tabulation method was used for testing the set hypotheses.
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