At the ATMC – Advances in Tourism Marketing conference, held on September 25–26 in Heraklion, Crete, the paper “Tourist Segmentation Based on Destination Attribute Preferences: Toward Personalized Marketing Strategies” was presented.
The research was conducted within the project Behavioural sciences in the function of tourism management with the aim of sustainable development (BIHEVTUR), funded by the NextGenerationEU program. The aim of the study was to explore innovative methods for identifying different tourist profiles through the development of “personas.”
We applied the Discrete Choice Experiment (DCE) method, which provides deeper insights into tourists’ decision-making processes. The resulting “persona” profiles contribute to more effective planning and implementation of marketing activities.