Chování spotřebitele v cestovním ruchu

• Authors: Martin Souček , Andrea Živělová , Jitka Kalábová

Title variants

EN

Customer Behaviour in Tourism

• Languages of publication: CS

Abstracts

EN

Firstly, the article introduces the basic problems of consumer behaviour within the tourism industry market. It mainly introduces the modified model of the purchasing decision process. The goal of this article is to undertake an analysis referring to the significance of individual factors concerning the consumer decision process within the tourism industry and group together the individual factors. The results of the analyses are based on the questioning of 541 respondents. Methods used encompass the statistical frequency analysis and cluster analysis described under methodology. The opening of the article is dedicated to the analysis of the vacation intensity throughout the year. The analysis of expenditures dedicated to vacation demonstrated a significant difference between winter and summer holiday with the prevailing 10 to 15 thousand CZK spent on summer holidays and typically, 5 to 10 thousand CZK allotted for winter holiday. Next the analysis follows the utilization of bonus programs. Very interesting information has been gathered. The final part of the analysis is dedicated to factors influencing the respondents when choosing their vacation. Apart from the basic factors such as price, image or advertisements, the respondents were asked if they had been influenced by factors such as loyalty bonus programs, expert recommendations, provided services etc. The individual factors have been grouped together by the means of a cluster analysis. Four primary groups emerged from this cluster analysis and following terms were introduced – sale group, image group, information group and price-custom group.

Keywords

EN

consumer behaviour; consumer; tourism; cluster analysis

• Publisher: The Institute of Technology and Business in České Budějovice, Czech Republic
• Journal: Littera Scripta
• Year: 2010
• Volume: 1+2
• Pages: 84-97

Dates

published

21.12.2010

Contributors

author

Martin Souček

• Mendelova univerzita v Brně

author

Andrea Živělová

• Mendelova univerzita v Brně

author

Jitka Kalábová

• Mendelova univerzita v Brně

• [e-mail], Redakce časopisu Littera Scripta, Okružní 10, 370 01 České Budějovice, Czech Republic