Benefit Segmentation of Seaside Destination in the Phase of Market Repositioning: the Case of Portorož

Abstract

The purpose of the paper is to present benefit segmentation of visitors to Portorož, a mature seaside Mediterranean destination, during a phase of repositioning, to understand whether it attracts visitors who seek benefits other than just passive leisure, which characterized Portorož in the past. Four distinct segments of visitors and their characteristics were identified. The largest segment, ‘well‐being visitors’, is looking for physical activity and convenience. The results give us better insight into the demand side; on the other hand, they have practical implications for tourism suppliers, who try to adapt their product to new conditions. Copyright © 2011 John Wiley & Sons, Ltd.

Season-Oriented Destination Positioning for Visitors in the Mediterranean

“…The literature review of benefit segmentation studies (Frochot & Morrison, 2001) shows that some benefit variables are specific to a destination or tourism product; while other variables are common in benefit segmentation studies. The questionnaire was originally developed for the first phase of the study referring to the spring season (Nemec Rudež et al, 2013).…”

“…Furthermore, seasonal changes in structures of visitors and their needs as dynamic drivers of tourist experiences seem to be ignored in the document. Indeed, the 3S tourism offer still prevails in Portorož (Prasnikar, Zabkar, & Rajkovic, 2007;Nemec Rudež, Sedmak, & Bojnec, 2013) and its market position is considerably blurred at present (Sedmak & Mihalič, 2008;Brezovec, 2007). This destination image calls for a conceptualization of value creation in the tourism context of Mediterranean destinations and strategic deliberation concerning its marketing positioning.…”

“…Previous research identified season-specific benefit-based dimensions and market segments for Portorož in the spring season (Nemec Rudež et al, 2013) and summer season (Nemec Rudež, Sedmak, Vodeb, & Bojnec, 2014). Upgrading them in a conceptual framework for understanding how visitor benefits can be enhanced by different seasons, the present paper compares benefit-based dimensions and market segments between seasons focusing on the spring season, summer season, and autumn/winter season.…”

Importance of environmental indicators of sustainable development in the transitional selective tourism destination

“…Lack of legal regulations and non-compliance with existing legal regulations are suitable for the devastation of the environment. That is a generator of many threshold limits and many problems in an economic, cultural, social, and political environment of transitional destinations (Duh, Belak, & Milfelner, 2016;Rudež, Sedmak, & Bojnec, 2013). The problem is severe and could escalate shortly.…”

Cyprus' image—a sun and sea destination—as a detrimental factor to seasonal fluctuations. Exploration into motivational factors for holidaying in Cyprus

“…As well as on travel motives, and especially on the benefits sought by the tourists in coastal destinations (Rude?, Sedmak & Bojnec, 2011;Saayman, Slabbert & Van der Merwe, 2009; Van der Merwe, Slabbert & Saayman, 2011). However, these studies do not examine the motivations and activities sought by high season tourists in order to attract them during the low season, through special interest products.…”