Customer Insight in Tourism: Segments, Profiles and Personas offers important insight into the phenomenon of new travellers and contemporary tools and techniques that help better recognize tourists and their changing needs.

Using cutting-edge research, it explores contemporary customer trends and segmentation in tourism such as digitalization, authenticity in a virtual context and ecological awareness; it also offers practical strategies of how tourism marketers and managers can build more satisfying experiences adapted to the modern recipient of tourism services.

This is essential reading for students, researchers and academics of Tourism as well as those of Hospitality, Marketing, International Business and Consumer Behaviour.

Contents

List of Figures x
List of Tables xi
List of Contributors xiii
Preface xvii

PART I
Current Trends in Tourism: Experiencescapes and the Changing Nature of the Customer 1

1 Consumer Trends in the Mid-2020s: Implications for the Tourism Industry 3
BOGDAN MRÓZ

2 Transformative Experiences in Tourism and the Process of Tourists’ Transformation 14
MAKSIM GODOVYKH

3 Perceived Authenticity and Consumer Responses in a Non-immersive Virtual Reality Visit at Cultural Heritage: The Case of Su Nuraxi 25
GIACOMO DEL CHIAPPA, SALVATORE LORIGA, AND MARCELLO ATZENI

4 Convergence or Divergence? The Impact of the Digital Ecosystem of Tourism on Tourist Behavior 36
MAGDALENA KACHNIEWSKA

PART II
Evolving Nature of the Tourist: Insight into Needs and Motivations 49

5 Personalization through Co-Creation: Segmenting Customers by Expectations and Willingness to Pay 51
ARKADIUSZ T. TOMCZYK, DIMITRIOS BUHALIS, NIGEL L. WILLIAMS, AND DAISY X.F. FAN

6 Challenges of Consumer-Based Health Tourism Market Segmentation: Towards Tourists’ Emotions 64
MAŁGORZATA BUDZANOWSKA-DRZEWIECKA,
ADRIAN LUBOWIECKI-VIKUK, AND BRUNO BARBOSA SOUSA

7 The Evolving Needs and Expectations of Leisure Tourists in Rural Areas 79
MARKO D. P E T R O V I Ć, TA M A R A G A J I Ć, A N D I VA N A B L E Š I Ć

8 Tourist Motivations and Sustainable Tourism Goals: A New Approach 93
AGNIESZKA NIEZGODA

9 Health without Borders: Needs and Motivations of Medical Tourists in the Context of Pull and Push Factors 103
NURPERIHAN TOSUN, ANNA BIAŁK-WOLF, AND MARIAM ASEFI

10 The Portrait of Family (with Children) Customers as the Most Loyal Buyers of Travel Agency Services 115
ANDRZEJ DUDEK, IZABELA MICHALSKA-DUDEK, AND JAVIER TREJOS

11 Contribution of the Persona Tool to Customer Insight in Tourism: The Case of Gen Z, Y, X, and Baby Boomer Buyers of
Package Holidays 125
DARIA E. JAREMEN AND IZABELA MICHALSKA-DUDEK

PART III
Faces of Tourists: Exploring Tourist Segments 137

12 Women vs. Men Tourists: New Trends in Gender Diversity Context 139
AGATA NIEMCZYK AND RENATA SEWERYN

13 Drive the Purchase Intentions of Generation X and Z Tourists through Marketing Activities 151
MANUEL JOSÉ SERRA DA FONSECA, ANA SOFIA MACHADO ALEIXO,
ANDREIA SOFIA TEIXEIRA, AND BRUNO BARBOSA SOUSA

14 Ready for the Holidays: Differences by Age and Gender for People without and with Disabilities 162
RICARDO PAGÁN

15 Transformational Experiences of Adventure Tourists with Disabilities: A Polish Perspective 177
JASMINE GOODNOW AND JADWIGA BERBEKA

16 Polish Gays and Lesbians’ Expectations of Tourism: Insights into Tourist Behavior 189
GRZEGORZ GODLEWSKI

17 Profiles of Wine Tourists: A Case Study of Poland and Spain 201
MARTA SIDORKIEWICZ

18 Changes in Tourist Behavior in Times of Uncertainty: The Case of Senior Citizens from the Cross-Border Region 213
JAROSLAVA DĚDKOVÁ, PIOTR GRYSZEL, OTAKAR UNGERMAN,
AND PIOTR ZAWADZKI

Index 225