• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2016 > Volume 4 Number 5 (May 2016) >
JOEBM 2016 Vol.4(5): 378-383 ISSN: 2301-3567
DOI: 10.18178/joebm.2016.4.5.421

Defining Target Market Based on Tourists’ Perception: The Example of Tourist Destination Dubrovnik

Irena Pandža Bajs

Abstract— The purpose of this paper is to research how destination management can determine the groups of tourists to target, those whose needs can best be met with the resources and capabilities available at a given destination. To achieve this goal, author conducted the research in Dubrovnik about tourists perception of destination’s offer, tourist perceived value, satisfaction and future behavioral intentions among the tourist divided by gender, age, income, frequency of travel, first and repeated visit and trip organization. According to the results of an empirical study, destination management of Dubrovnik should focus its marketing activities on tourists older than 55 years with higher personal incomes since Dubrovnik can best meet the needs and wishes of that target market.

Index Terms— Target group, tourist destination, perceived value, Dubrovnik.

Irena Pandža Bajs is with Department of Marketing, Faculty of Business and Economics, University of Zagreb, Zagreb, Croatia (e-mail: ipandza@efzg.hr).

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Cite: Irena Pandža Bajs, " Defining Target Market Based on Tourists’ Perception: The Example of Tourist Destination Dubrovnik," Journal of Economics, Business and Management vol. 4, no. 5, pp. 378-383, 2016.

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