The Measurement of City Image: Urban Tourism Market Segmentation

Marek Nowacki, Piotr Zmyślony

Abstract


The article deals with urban tourism. It focuses on the problems connected with the evaluation of different attributes of the city tourism product and its image perceived by the tourists. The study was conducted among hotel guests who stayed in Poznan (Poland). The research allow to identify the most relevant attributes of the city's image based on which the segmentation of respondents was made. The attribute of image which the city administration should pay the most attention to are: price level, cleanness of the city and internet accessibility. The importance of this elements is perceived by the tourists as above the average while their evaluation thereof as below the average. The factor analysis of the city image attributes allowed to identify six hidden dimensions of the image including the affective dimension, tourist infrastructure antertainment and gastronomy, tourist attractions, functional dimension and hospitality. In addition, two segments of users who significantly differ in terms of evaluation of Ponan tourism product were identified: moderate satisfers - these who were percive the elements of Poznan image as average and satisfers - the tourists who value this elements high.

Keywords


urban tourism, city image, perception, satisfaction, Poznan

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