Behavior-Based Segmentation in Tourism: A Study On Visitor Profiles and Preferences – Albanian Case
Abstract
This study aims to analyze the preferences and behaviors of tourists visiting Albania, based on their demographic profile and preferences for natural, cultural, and coastal destinations. Using analysis of variance (ANOVA), the study identifies the main factors that influence tourists’ destination choices. Furthermore, the study highlights significant differences in perceptions of service quality among different tourist segments. The results indicate that tourists visiting Albania exhibit varying preferences based on their demographic characteristics and the purpose of their visit. For example, employed tourists tend to choose natural and coastal destinations more frequently, while cultural tourists have higher expectations for the quality of services offered in cultural destinations. Meanwhile, domestic tourists prefer coastal tourism more than foreign tourists. Based on the data analysis, it is recommended to improve infrastructure and facilities for children, telecommunications, and the quality of services in the main destinations. Furthermore, it is suggested that the policy should aim at developing sustainable tourism to attract more international tourists. This study provides practical recommendations for improving the tourism sector in Albania and adapting tourist offers in accordance with the needs and expectations of different tourist segments.
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