VISITOR SEGMENTATION IN THE NATIONAL PARKS BASED ON MOTIVATIONS AND BENEFITS OBTAINED DURING THE STAY

Abstract

The objective of this research was to analyze selected psychographic features (motivations and benefi ts) of national parks’ visitors in order to determine the segments of visitors using k-means method. The characteristic of fi ve visitor segments (relaxation, nature, integration, sightseeing and physical activity) points out the signifi cant differences between them in terms of sociodemographic
factors and behavioral variables related to the organization and course of the trip to the national park. The feedback on the preparation of the national park for tourism was also gathered.