Main Visitor Segments in the Karlovy Vary Region. What Is the Role of Cross‑Border Tourism?

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dc.contributor.authorCankov, David
dc.contributor.authorJaneček, Petr
dc.contributor.authorJanečková, Veronika
dc.contributor.authorŘíkovský, Josef
dc.contributor.editorKresa, Zdeněk
dc.date.accessioned2026-01-22T09:11:49Z
dc.date.available2026-01-22T09:11:49Z
dc.date.issued2025
dc.description.abstract-translatedThe German market has long represented the most important source of tourism for the Karlovy Vary Region, both in terms of visitor numbers and their economic contribution. This paper focuses on identifying and profiling visitor segments in the Karlovy Vary Region using cluster analysis. The analysis is based on data from the “Tracking Visitors to the Karlovy Vary Region” survey, conducted by CzechTourism. Methodologically, a two-step approach was employed, combining hierarchical cluster analysis (Ward’s method) with the K-means algorithm, with the optimal number of clusters determined to be four. The results revealed two clearly defined visitor segments, dominated by German tourists: short-term recreational visitors and spa guests with high expenditures. These groups are of crucial importance to the regional economy, both due to their volume and the high spending they incur during their stays. The paper discusses the implications of these findings for the destination management of the Karlovy Vary Region, particularly with respect to marketing communication, language adaptation, and the development of tailored services.en
dc.description.sponsorshipSVK1-2025-002 XB-CON, SGS-2024-031en
dc.format15 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.24132/ZCU.XB-CON.2025.338-352
dc.identifier.isbn978-80-261-1341-6 (print)
dc.identifier.isbn978-80-261-1342-3 (online)
dc.identifier.urihttp://hdl.handle.net/11025/64513
dc.language.isoenen
dc.publisherUniversity of West Bohemia in Pilsenen
dc.rights© University of West Bohemia in Pilsenen
dc.rights.accessopenAccessen
dc.subjectshluková analýzacs
dc.subjectmanagement destinacícs
dc.subjectsegmenty návštěvníkůcs
dc.subject.translatedcluster analysisen
dc.subject.translateddestination managementen
dc.subject.translatedvisitor segmentsen
dc.titleMain Visitor Segments in the Karlovy Vary Region. What Is the Role of Cross‑Border Tourism?en
dc.typekonferenční příspěvekcs
dc.typeconferenceObjecten
dc.type.statusPeer revieweden
dc.type.versionpublishedVersionen
local.files.count2*
local.files.size5333442*
local.has.filesyes*

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