Segmentace studentů univerzity na trhu cestovního ruchu

Abstract

The subject of my bachelor work is The Segmentation of the University Students on the Tourist Market. I specialized in full-time students of the Faculty of Economics. First I specified the problem of segmentation, identification of the market segment, definition of the term of segmentation, it´s diversification, criteria and procedure of segmentation on markets. Then I considered a particular market – the tourist market. The origin of the tourist market, tourist market services, typology, classification and the marketing mix of services is described in this chapter. The aim of the marketing research I did in my bachelor work was to separete the respondents into particular groups, or market segments, and describe each segment in detail according to segmentation criteria. Concretely according to gender, respondent´s native country, brigade-work and net monthly income.