Acta Univ. Agric. Silvic. Mendelianae Brun. 2011, 59(4), 117-122 | DOI: 10.11118/actaun201159040117

Segmentation of rural tourists in the Czech Republic

Andrea Jindrová¹, Ludmila Dömeová²

¹ Katedra statistiky, Provozně ekonomická fakulta, Česká zemědělská univerzita, Kamýcká 129, 165 21 Praha 6 - Suchdol, Česká republika

² Katedra systémového inženýrství, Provozně ekonomická fakulta, Česká zemědělská univerzita, Kamýcká 129, 165 21 Praha 6 - Suchdol, Česká republika

The aim of this article is to determine the features that characterize the domestic rural tourists in the Czech Republic and separate them into groups. In order to fulfill this goal, an inquiry survey and statistical analysis of obtained data were realized. The results verified our hypothesis that the demand is different for different type of tourists and we were able to define 3 types of tourists: traditional, active, and passive. The passive tourists search mainly for tranquillity and rest, in our research mainly older people preferring longer stays. The traditional tourists favour visiting of natural and cultural landmarks. The active tourists are interesting in various types of activities, mainly in sports and social events. They are younger and they like shorter more frequent vacations. Based on our findings, we deduced some general recommendation to the rural tourism operators. The passive and traditional tourists are claiming for undamaged nature, calm and authentic environment, respectively existence of natural or cultural monuments. These external conditions can hardly be crucially changed to improve the touristic business. The active tourists can be attracted by additional services even in places with less favourable conditions. The providers without favourable natural condition can improve fruitfulness of their business by offering active spending of leisure time.

Keywords: diversification of agriculture, rural tourism, tourists' segmentation, questionnaire survey

Received: April 27, 2011; Published: May 29, 2014  Show citation