The target groups (personas) of Slovenian tourism
Who are the target groups of Slovenian tourism? The research of the personas was approached based on the key motivations in tourism that form the typical segments of tourists.
The results of the acquired information revealed 12 personas or target groups of Slovenian tourism, which differ in their attitude to spending free time, motives and expectations when choosing an individual destination, costs, spending habits etc. The tree key motives in determining segments and creating the target groups were experience as well as the concept of socialising and taking care of oneself.
Based on the dominant motive, the target groups are divided into three segment groups:
- EXPERIENCE (group type – explorers): adventurers, green explorers, active families, urban conscious;
- SOCIALISING (group type – companions): devoted mothers, active nostalgics, carefree youth, urban consumers, social foodies;
- TAKING CARE OF YOURSELF (group type – muses): spoiled lovers of beauty, forever young, relaxed escapists.
Survey of foreign tourists 2015
The results of the survey of foreign tourists carried out by the Statistical Office of the Republic of Slovenia in April, May, July, August, and September 2015 showed the following: Slovenia is mainly a holiday destination, followed by a business tourist destination at approx. 14%. 2/3 of the surveyed tourists had already visited Slovenia in the past, while just over 40% of tourists also included other countries in their travel in addition to Slovenia (mainly Croatia 62% and Italy 39%). Travelling with travel agencies was most appealing to British tourists (49%), and the average daily consumption by foreign tourists was €118 per day.
More (the document is in Slovenian)
ETC – Long Haul Travel Barometer no. 11/2017
European Travel Commission (ETC), the European Tourism Association (ETOA) and the Eurail Group jointly launched a new research initiative that monitors travel sentiment in key extra-European markets: Brazil, China, Japan, the Russian Federation and the USA. The Long-Haul Travel Sentiment Survey captures people’s intention to travel abroad, their motivations and barriers to travel, as well as key characteristics of their trip.