Developing a market-oriented strategy for a Bulgarian rural tourism enterprise
Authors
Plachkov, Atanas ; Ivanov, Stoyan
Term
4. term
Education
Publication year
2013
Submitted on
2013-08-23
Pages
243
Abstract
Denne afhandling undersøger, om det danske marked rummer potentiale som kilde til udrejsende turisme til landområder i Bulgarien. St. Nikola guest house i Plovdiv-regionen bruges som casestudie, men resultaterne kan overføres til andre landlige overnatningssteder. Vi indsamlede 412 selvadministrerede spørgeskemaer i København. Data blev analyseret med Mann-Whitney U- og Kruskal-Wallis-tests, to statistiske metoder til at sammenligne grupper uden at antage en bestemt fordeling. Testene viste, at livsfase (livscyklus) er den mest velegnede måde at segmentere markedet på. Derfor opdeler studiet det danske marked i segmenterne 'unge turister', 'familieturister' og 'ældre turister'. Hvert segment beskrives med fokus på, hvordan man bedst målretter markedsføringen i praksis. Vi anbefaler at målrette 'ældre turister' for casen og foreslår mission og vision for gæstehuset.
This thesis examines whether the Danish market has potential as a source of outbound tourism to rural areas of Bulgaria. The St. Nikola guest house in the Plovdiv region is used as a case study, with findings relevant to other rural accommodations. We collected 412 self-administered questionnaires in Copenhagen. The data were analyzed using Mann-Whitney U and Kruskal-Wallis tests—two statistical methods for comparing groups without assuming a normal distribution. The results show that life stage (life cycle) is the most suitable criterion for segmenting the market. Accordingly, we divide Danish travelers into 'young tourists', 'family tourists', and 'elderly tourists', and discuss how to target promotions for each group. We recommend focusing on 'elderly tourists' for the case study and propose mission and vision statements for the guest house.
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