engleski

BALANCING EFFICIENCY AND EFFICACY BY SEGMENTATION: THE CASE OF TOURISM DESTINATION SPLIT

The aim of this paper is to theoretically and empirically investigate the relation between the characteristics of tourism market segments and satisfaction with the destination’s attributes as well as with the destination as a whole. Namely, optimizing the relation between these two aspects is seen as crucial in achieving the much desired efficiency-efficacy balance in destination marketing and management. To achieve the set research goals, the paper starts with defining the main concepts and their relevance in the contemporary tourism and marketing. Next section presents the existing literature on the subject, discussing the segmentation criteria and destination attributes. It also provides insights of existing studies focused on the relation between the two concepts. In the empirical part of the paper, the results of research conducted on 496 tourists in the town of Split are presented. The differences in overall and destination’s attributes satisfaction between various criteria segments justify the need to look into these concepts’ relations. Based on the results, practical implications as well as limitations of the study are given, followed by suggestions for future research.

Efficiency-Efficacy Balance, Segmentation, Delivered Value, Customer Satisfaction, Tourism destination

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