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The segmentation of the leisure services market allows service providers to better understand the needs of tourists, which allows for the creation of targeted service strategies that will satisfy the wishes of consumers. A portrait of the tourist is an essential tool to better understand their needs. Meanwhile, new literature that examines the contemporary portraits of users of the regional park is not buried, therefore, the evaluation of the segmentation of the leisure services market, identifying the portrait of the tourist of the Meteliai regional park in Lithuania is relevant and new in both theoretical and practical aspects. The research aims to evaluate the segmentation of the leisure services market: as an example of the portrait of the tourist-consumer of the Meteliai regional park in Lithuania. The conducted research showed that the Meteliai Regional Park is visited more often by women than men, whose age ranges from 18 to 39 years. In the analyzed regional park, female tourists sunbathe, walk, spend time with friends/family and have picnics. Meanwhile, male tourists are statistically significantly more likely than female tourists to go fishing and boating. Female visitors to the park rate their visit to the park statistically significantly better than males. Female tourists rate accessibility and natural beauty statistically significantly better than male tourists.

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Segmentation of the Leisure Services Market for the Improvement of the Implementation of Tourists’ Needs: The Case of the Lithuanian Recreation Park

  • 章节

  • 发表日期：

    2025年

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  • Rytė Samsanavičienė,
  • Olegas Beriozovas,
  • Vytautas Labanauskas,
  • Aidanas Perkumas,
  • Gintarė Valaikaitė

摘要

The segmentation of the leisure services market allows service providers to better understand the needs of tourists, which allows for the creation of targeted service strategies that will satisfy the wishes of consumers. A portrait of the tourist is an essential tool to better understand their needs. Meanwhile, new literature that examines the contemporary portraits of users of the regional park is not buried, therefore, the evaluation of the segmentation of the leisure services market, identifying the portrait of the tourist of the Meteliai regional park in Lithuania is relevant and new in both theoretical and practical aspects. The research aims to evaluate the segmentation of the leisure services market: as an example of the portrait of the tourist-consumer of the Meteliai regional park in Lithuania. The conducted research showed that the Meteliai Regional Park is visited more often by women than men, whose age ranges from 18 to 39 years. In the analyzed regional park, female tourists sunbathe, walk, spend time with friends/family and have picnics. Meanwhile, male tourists are statistically significantly more likely than female tourists to go fishing and boating. Female visitors to the park rate their visit to the park statistically significantly better than males. Female tourists rate accessibility and natural beauty statistically significantly better than male tourists.