Multidimensional Segmentation of Polish Ski Resorts Visitors

By Szromek, Adam R.; Zemla, Michal et al. | Journal of Tourism Challenges and Trends, June 2012 | Go to article overview

Multidimensional Segmentation of Polish Ski Resorts Visitors


Szromek, Adam R., Zemla, Michal, Hadzik, Andrzej, Journal of Tourism Challenges and Trends


Introduction

The practice of winter sports generates one of the most important forms of mass tourist movement in Europe and in the whole world (Flagestad & Hope, 2001; Hudson, 2001). The offer for people practicing winter sports is, for many mountain locations, the main element of their tourist product. Poland is one of many European countries whose inhabitants show a great demand for practicing winter sports and there is a significant number of ski facilities around the country. Around 100 locations situated in the mountain massifs of southern Poland aim at attracting tourists keen on practicing winter sports by offering them continuously expanding ski facilities.

It is a cliche to say that knowledge of customers' needs and an ability to adjust the offer is one of the main conditions of success on this competitive market. A well-known problem is that customers' requirements are greatly diversified and it is impossible to meet the needs of all of them at the same time. The segmentation and the selection of target segments (in accordance with economic criteria) become essential.

The aim of this work is to provide an analysis and the segmentation of the wide and diversified market of people practicing winter sports in Polish ski resorts by considering many variables with different characteristics (descriptive and explanatory).

Theoretical framework

In the case of the voluminous and diversified market of travels connected with winter sports, a significant discrepancy of expectations of particular skiers' groups can be expected. The implications of these differences in the development of ski areas as well as social and cultural factors cause this market not to share the same characteristics of a global market--it is rather a continental or regional one. The recognition of the characteristics and needs of skiers visiting particular regions connected with winter sports become extremely important as their offer will depend on it. So far, sparse attempts at segmenting the ski market have been carried out for individual countries (Klenosky, Gengler, & Mulvey, 1993; Lewis, & Wild, 1995; Minos 1996 cited in Hudson, 2001; Dolnicar, & Leisch, 2003; Tsiotsou, 2008). Similar researches that have been conducted in various countries show a comparatively small adequacy of results obtained in one country in relation to the conditions of another one.

Research of the ski market in Poland, so far, has not considered the issue of the segmentation of skiers visiting Polish mountains. That is why the offer is controlled fundamentally by the intuition and experience of tenders rather than actual consumer preferences. There is a necessity to examine also the preferences of Polish skiers and their segmentation.

An additional argument underlying the need of researching this issue is the fact that Poland, despite its low-lying terrain, is simultaneously one of the most visited countries by tourists seeking winter sports related activities. Poland is placed at the top of the second half among the 20 countries that are visited most often for practicing winter sports, with a 0.5% share of the global market (Hudson 2000, p.28).

Moreover, the research conducted in the developed countries of Europe and North America with longer ski traditions than Poland is acutely inadequate for the realities of the Polish market because of:

* The relatively small degree of the Polish ski market internationalization (in comparison with other geographic markets) causing Poles not go skiing abroad too often, and that the number of foreigners on Polish ski slopes is insubstantial (Zemla, 2008).

* The surplus of demand over supply resulting from relatively small internationalizing and supply of the market (Zemla, 2004).

* Different (from other countries' markets) dynamics of the domestic demand--it is a rapidly developing market in Poland, while the majority of traditional destinations are fighting against the problem of years of stagnation (Flagestad, & Hope, 2001). …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Multidimensional Segmentation of Polish Ski Resorts Visitors
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.