1. SOCIODEMOGRAPHIC VARIABLES IN PROFILING WELLNESS TOURISTS Ana Težak Damijanić Pavlo Ružić Institute of Agriculture and Tourism

2. ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija INTRODUCTION  Sociodemographic variable are often used for profiling various tourist segments, but they are often criticized.  This problem is also reinforced by usage of statistical analysis.  Bivariate analysis is often used for profiling tourists but an overestimation of significance can occur if many characteristics are available in the data set  The goals of this paper  to examine the relationship between sociodemographic variables of tourists staying in wellness hotels and their travel motives using bivariate and multivariate statistics  to determine differences in results obtained through bivariate and multivariate analyses

3. ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija MARKET SEGMENTATION  Market segmentation in tourism consists of four steps: Selection of the segmentation criterion/base, grouping of respondents, profiling and managerial assessment of the usefulness of the market segments  Profiling of segments includes identification of various personal characteristics of responders that differ among segments and may be accomplished using bivariate or multivariate statistics.

4. ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija Wellness tourism and motivation  Wellness tourism - "healthy" people, whose prime aim is preserving or promoting their health.  Motivation - often used as a criteria for segmentation  The theory of push and pull motivators  push factors - refer to internal forces that motivate or create a desire to satisfy a need to travel,  pull factors - recognized as destination attributes  various dimensions which differ in various research  Travel motivation factors and personal characteristics of tourists: gender age country of origin/nationality education occupation professional position and annual income

5. ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija SAMPLE AND QUESTIONNAIRE  Sample  Tourists staying in wellness hotels  Four wellness tourism regions of Republic of Croatia: Istria, Kvarner, Split and Dubrovnik  15 wellness hotels  May through June in 2013  Self-complete questionnaire  15 questions which, divided into four sections (healthy lifestyle, perceived customer value, travel motives and respondents’ characteristics)  Designed in Croatian, translated into: English, German, Italian, Russian and Slovenian languag

6. ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija DATA ANALYSIS  548 responders  Univariate analysis - general description of the sample  Bivariate analysis  Testing individual influence of sociodemographic variables on wellness travel motives  Correlation, t-test and one way analysis of variance  Multivariate statistics  Determining the relationship between dependent and explanatory variables  Regression analysis  Travel motivation factors - depended variables  Sociodemographic characteristics - explanatory variables (age, gender, education level, personal monthly income, profession and country of origin)

7. ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija SAMPLE CHARACTERISTICS  The proportion of male responders (43.6%) was slightly lower than that of female (56.4%)  Most of the responders were older than 44 years of age.  The majority of responders obtained some kind of higher education level.  Most of the responders stated that they were employees, while 16% were self-employed/freelance and about 14% were managers.  Most of the responders were from Austria (22.6%) and Germany (22.6), about 10% were from Italy and about 10% United Kingdom as well, while a bit more than 8% were from Slovenia.  Most of the responders stated that their monthly net income was between €1,000 and €2,000.

8. ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija TRAVEL MOTIVES  18 items measuring push and 24 items measuring pull factors  Factor analysis: principal axis factor analysis and direct oblimin rotation with an eigenvalue of 1.00 or more ; Cronbach's alpha  Composite variables - a mean value for each respondent  Push motives  Health trend  Relaxation and award  Novelty  Pull motives  Basic wellness  Intangible wellness  Extra wellness

9. ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija RESULTS OF BIVARIATE ANALYSIS Composite variable Age (correlation ) Gender (t-test) Education (5, 543) Profession (7, 541) Income (7, 448) Country of origin (7, 541) Health trend 0,104*0,5522,0781,9322,758**4,188*** Relaxation and award -0,142**-1,4561,7503,668**1,8591,396 Novelty0,111*-2,476*2,711*1,6360,7856,509*** Basic wellness -0,116**-2,107*1,5460,8470,6311,563 Extra wellness -0,017-0,6931,2850,3740,7383,544** Intangible wellness 0,036-2,579*3,005*0,4630,5321,814

10. ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija RESULTS OF REGRESSION ANALYSIS Variable Health trend Relaxation and award Novelty Basic wellness Intangible wellness Extra wellness Constant2,017***4,833***2,747***2,740***2,999***4,500*** Age0,009*-0,008*0,006-0,0080,0000,003 Gender-0,0950,0660,268*0,281*0,0750,170* Education0,008-0,076*-0,113*-0,034-0,064-0,076* Profession0,041-0,0180,063*0,011-0,031-0,020 Income-0,044-0,0510,0390,033-0,033-0,011 Country of origin 0,087***0,0150,104***0,0030,001-0,006 R2R2 0,0650,0520,0980,0220,0120,039 F statistics4,439***3,517**6,951***1,4100,7992,563*

11. ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija DISCUSSION AND CONCLUSION  Bivariate level  all six sociodemographic variables were significant in relation to travel motives  Multivariate level  Four out of six models were significant  R squares were rather low  The results confirm the possibility of overestimation of significance on bivariate level  County of origin is significant variable in profiling tourists  Sociodemographic variables are often used in profiling tourist market but they may not always be a wise choice in profiling tourists  Usage of bivariate statistics in profiling may lead to an overestimation of significance if many characteristics are available in the data set so it that case multivariate statics would be more appropriate

12. Thank you for your attention! Ana Težak Damijanić Institute of Agriculture and Tourism E-mail: tezak@iptpo.hr