Модель Censydiam: основа для системного понимания мотиваций туристов

Abstract

The relevance of choosing the topic of the article is determined by the need to inform the expert community about a new tool for conducting segmentation based on the motivation of the choice a product or service. The object of the study is tourists whose motivational attitudes are of interest for the development of external and internal tourism in Russia. The article considers in detail the international model of Censydiam, its main elements and methodological justification are given, an analysis is carried out on the example of tourists motivations. The result of the analytical work was the description of the segments of tourists based on their emotional and functional needs in relation to the planned trip. The practical significance of the article is determined by the possibility of using a new tool for solving research problems in various fields.