Segmentacija turističkog tržišta u Hrvatskoj

The aim of this research is to explain how market segmentation works and why is it important for tourism market. Segmentation in tourism will be made through 4 main variables; Geographic, demographic, psychographic and behavioral. This paper shows which components from segmentation variables are used in tourism and which data is the most important to make useful segments. This paper gives brief explanation how tourist segmentation can be used in order to separate tourists who are coming to Croatia into different target groups. When separating tourists into different segments it is clearly visible which are their differences and which are their demands. According to that 5 segments were found; Adventurers, Explorers, Spenders, Passers and Relators. Spenders were proven to be the most desired segment of tourists because of the amount of money and days they are spending on their travels