Speciální poptávkové segmenty v kontextu venkovského cestovního ruchu
| Title in English | Special demand segments in the context of rural tourism |
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| Authors | |
| Year of publication | 2020 |
| Type | Article in Proceedings |
| Conference | Aktuální problémy cestovního ruchu - overtourism - riziko pro destinace |
| MU Faculty or unit | |
| Citation | |
| web | https://kcr.vspj.cz/uvod/archiv/konference/aktualni-problemy-cestovniho-ruchu-2020 |
| Keywords | Demand;Segments;Sustainability;Rural tourism |
| Description | Rural tourism is one of the sustainable forms of tourism that, by its nature, can be considered as a counterpart to destinations suffering from overtourism fulfilled by mass tourism. The demand's motivation for participation in this form of tourism is principally the desire for contact with (untouched) nature, the necessity to relax from a busy city or the active relax while performing various sports. Recent socio-economic changes have led, among other things, to the fact that the demand has ceased to be a homogeneous entity and has become a set of several target groups. According to the wishes and desires of these groups, the supply optimizes its products. This submitted paper responds to these issues, and combines the themes of rural tourism, its demand and estimates the appropriateness of modern segments (e.g., LOHAS, DINKS) for this form of tourism. The paper is elaborated in the form of an integrative review study; the chosen methods are analysis, synthesis, and compilation of selected studies. The result is a description of the accuracy of segments, which can serve, for example, as a basis for destination companies or small and medium-sized enterprises in developing their marketing strategy. |
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