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

Abstract

The 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 “Tracking Visitors to the Karlovy Vary Region” survey. By applying a two-step cluster analysis that combines hierarchical and K-means methods, the study aims to identify key patterns of visitor behavior and assess the role of German cross-border tourism in the region’s performance. The results aim to provide practical implications for destination management, particularly in the areas of marketing communication, product development, and service adaptation to major visitor segments.