engleski

Defining Target Market Based on Tourists’ Perception: the Example of Tourist Destination Dubrovnik

If as a starting point to define the primary target group we take the level of perceived value, satisfaction and intention of the future behavior, then the destination management of Dubrovnik is suggested to create and improve Dubrovnik offer according to the wishes and needs of people over 55 years, with higher personal income - more than 3, 000 euros net a month. A more detailed analysis of tourists shows that this tourists’ group give the higher importance to the quality of accommodation, quality of food and beverages, quality of tourism services (in the context of efficiency and kindness of tourism personnel), historical heritage and landmark destinations, security and reputation of the destination, and the effort and time expended to arrive at the destination in comparison with younger tourists with lower incomes.

target group; tourist destination; perceived value; Dubrovnik.

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