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.