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Visitor segmentation in the national parks based on motivations and benefits obtained during the stay

Prószyńska-Bordas H.

Ekonomia i Środowisko

2017

nr 2

149--162

The objective of this research was to analyze selected psychographic features (motivations and benefits) of national parks’ visitors in order to determine the segments of visitors using k-means method. The characteristic of five visitor segments (relaxation, nature, integration, sightseeing and physical activity) points out the significant differences between them in terms of sociodemographic factors and behavioral variables related to the organization and course of the trip to the national park. The feedback on the preparation of the national park for tourism was also gathered.