Identifikácia postojov spotrebiteľov k turistickej oblasti Martin

Abstract

This diploma thesis focuses on identifying consumer attitudes toward the tourist area of Martin. The aim of the research was to examine how visitors perceive the destination, which factors influence their decision-making when choosing a place to visit, and what their attitudes are toward individual aspects of the tourism offer. The research was conducted through a quantitative questionnaire survey targeting visitors of the area. The results showed that Martin is perceived as an attractive destination with significant natural and cultural potential, with respondents particularly appreciating nature, tranquility, and traditions. On the other hand, shortcomings were identified in transport accessibility and leisure opportunities. Based on factor analysis, four key satisfaction factors were identified and further analyzed in the context of the respondents’ sociodemographic characteristics. The findings were used to formulate specific recommendations aimed at enhancing the attractiveness of Martin for different target groups.