Segmentation of Young Adult Tourists Visiting Croatian Cities

Croatia's allure as a cultural, natural, and historical destination in the global tourism landscape has garnered increasing interest from international travelers, including Hungarian tourists. This study addresses the research gap in demographic segmentation and destination preference among Hungarian adults aged 18-34, a crucial yet understudied market segment within Croatian tourism. Our analysis integrates descriptive statistics and ordinal regression to assess how tourism preferences influence satisfaction. A two-step clustering method identifies demographic clusters, further analyzed to determine their visitation patterns to 11 Croatian cities, revealing significant travel behaviour insights. The findings reveal distinctive clusters with varied travel behaviours and preferences, indicating that tailored marketing strategies could significantly enhance the tourism experience. The travel patterns suggest a move towards personalized travel experiences and an inclination towards autonomy and comfort in accommodation choices. The study enriches the discourse in tourism segmentation and destination analysis, suggesting that understanding the intricate preferences of demographic segments can lead to more effective marketing approaches. Practically, it offers actionable insights for tourism operators, marketers, and policymakers to fine-tune their strategies to cater to this demographic, potentially leading to increased visitation and deeper engagement with Croatian tourism offerings

Advertising · Archaeology · Business · Croatian · Economic geography · Geography · Linguistics · Market segmentation · Tourism · Cruise Tourism Development and Management · Diverse Aspects of Tourism Research · Hungarian Social, Economic and Educational Studies · Marketing