Typologie chování zákazníků na trhu cestvního ruchu

Abstract

Knowledge of consumer behaviour in the tourism market can be considered a competitive advantage. Consumer behaviour has the character of a dynamic nature, i.e. that the growth in needs and desires and the possibility of satisfying them changes consumption both quantitatively and qualitatively. The content of the thesis is an analysis of consumer behaviour in the area of tourism in the region of Eastern Slovakia. The aim of the thesis is based on theoretical and practical knowledge of the subject area to analyze the main factors influencing the consumer in tourism and specify a typology of customers in response to various segmentation variables. Parts of the thesis are a detailed overview of the theoretical knowledge in the field of consumer behaviour in the tourism market, consumer typologies and research methods that are necessary for the processing of the application part of this thesis. At the application level, the results of the research on consumer behaviour in tourism are analyzed in detail and interpreted and typology of consumers is specified. The research results are the basis for the formulation of conclusions and proposals for further research.