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Clusters of Tourism Consumers in Romania

Author

Listed:
  • Pelau Corina

    (Bucharest University of Economic Studies, Romania)

  • Chinie Alexandra Catalina

    (Bucharest University of Economic Studies, Romania)

Abstract

The analysis and determination of typologies of tourism consumers has been a major concern for scientists, specialists and companies as well. Knowing the demographic and motivational factors that determine consumers to buy tourism products can have a major impact on the marketing strategy by a more efficient targeting of customers. This article presents the results of a research that aims to determine the factors which influence the buying decision for tourism products and the clusters of consumers resulted from these factors. 90 persons have been surveyed pursuing the determination of the most important factors for buying a tourism product and the correlation between them. The factor analysis and the cluster analysis have been applied with the help of the SPSS program. The results of the factor analysis group the items into six factors. In a second phase, the consumers have been divided into three categories based on a hierarchical Ward cluster analysis. The three clusters have been defined and analyzed and recommendations for the future research have been given.

Suggested Citation

  • Pelau Corina & Chinie Alexandra Catalina, 2018. "Clusters of Tourism Consumers in Romania," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 28(1), pages 17-34, March.
    • Handle: RePEc:vrs:suvges:v:28:y:2018:i:1:p:17-34:n:2
    DOI: 10.2478/sues-2018-0002
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    References listed on IDEAS

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    2. Serban Daniela & Pelau Corina & Chinie Alexandra Catalina, 2017. "Calculation of the differences of attitude and behavior of two generations with the Euclidian-metric," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 11(1), pages 241-247, July.
    3. Losada, Nieves & Alén, Elisa & Domínguez, Trinidad & Nicolau, Juan Luis, 2016. "Travel frequency of seniors tourists," Tourism Management, Elsevier, vol. 53(C), pages 88-95.
    4. Patrick Legoherel & Cathy H.C. Hsu & Bruno Daucé, 2015. "Variety-seeking: Using the CHAID segmentation approach in analyzing the international traveler market," Post-Print hal-01654881, HAL.
    5. Li, Xiangping & Li, Xiang (Robert) & Hudson, Simon, 2013. "The application of generational theory to tourism consumer behavior: An American perspective," Tourism Management, Elsevier, vol. 37(C), pages 147-164.
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    Cited by:

    1. Baba Cristina Andrada & Stăncioiu Aurelia Felicia, 2018. "Considerations Regarding Applicable Marketing Strategies in the Adventure Tourism, from a Youth Perspective," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(2), pages 77-83, December.
    2. Yilin Deng & Sang-Yun Han & Jianyi Li & Jinjin Rong & Wenyu Fan & Tiancong Sun, 2020. "The design of tourism product CAD three-dimensional modeling system using VR technology," PLOS ONE, Public Library of Science, vol. 15(12), pages 1-13, December.
    3. Ciprian-Constantin Pătrăuceanu & Oleg Petelca, 2021. "Entrepreneurship In The Industry Of Tourism," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 130-135, July.

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    More about this item

    Keywords

    Consumer; tourism products; factor analysis; cluster analysis; buying decision;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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