Tourists segments of visitors to Šumava

Abstract

Understanding the needs of visitors and their motives for visiting a destination is a fundamental need of destination marketing. Segmentation is one of the basic strategic tasks of destination management. Choosing the right segment and understanding it is a strategic task, as discussed in the literature. This study focuses on visitors to Šumava. Based on a questionnaire survey of 1110 respondents, it creates a profile and basic characteristics of visitors to Šumava. The results of the research are mainly useful in the practice of destination marketing in the creation of marketing products, marketing communication. The results can help in the effective allocation of resources to individual activities. As well as to reveal possible problems in visitor satisfaction. The research results can also be used for the purposes of sustainable development of the Šumava destination.