An application of statistical methods in market research;A comparison of the importance and satisfaction of the elements of Nature Park Vransko Lake

U ovome radu prikazana je primjena statističkih metoda u istraživanju tržišta Parka prirode Vransko jezero. Pomoću metoda deskriptivne statistike analizirana je važnost te zadovoljstvo 14 elemenata ponude Parka. Također, proveden je Mann-Whitney-Wilcoxonov test pomoću kojega se utvrđivalo postoji li statistički značajna razlika u ocjenama zadovoljstva u skupinama posjetitelja formiranim prema važnosti pojedinih elemenata. Posjetitelji su izrazito zadovoljni boravkom u Parku budući da je više od 80% posjetitelja ukupno zadovoljstvo ocijenilo ocjenama zadovoljan i izrazito zadovoljan. Provedenim testovima utvrđeno je da su posjetitelji koji su iskazali viši stupanj važnostielemenataugostiteljska ponuda, rekreativni sadržaji, poučne staze, prezentacija prirodnih ljepota, prezentacija kulturne baštine te vrijednost za novac, istovremeno tim elementima zadovoljniji.This paper presents an application of statistical methods in market research. There search was conducted in Vransko Lake Nature Park. By applying descriptive statistics, the importance and satisfaction for 14 elements of the Park's offer was analyzed. Moreover, Mann Whitney - Wilcoxon test was performed in order to determine whether a statistically significant difference in statisfaction due to importanceo find ividual elements exists. Visitors are very pleased with the stay at the Park since more than 80% of visitors rated the their overall satisfaction as satisfied and extremely satisfied. The test showed that visitors who rated elements of catering, recreational facilities, educational paths, presentations od natural beauty, presentation of cultural heritage and value for money as important or highly important also showed a higher level of satisfaction