Segmentation of Russian tourists traveling to Italy, Spain and Greece

Abstract

The research activities will focus on the tourist flow from Russia to Italy, Spain and Greece. The growing Russian incoming tourist demand of these three southern European destinations is well known. However, a scarce amount of information is available to European stakeholders. The aim is to collect useful data for the improvement of the services in these countries so that stakeholders understand how to properly ameliorate the provided tourist experience. In this paper the market segmentation method applied to the tourism market will be examined and subsequently the methodology and results of our market research will be shown, including the results of the interviews administered directly to Russian tourists. The thesis research will be based on the Russian tourist segment study previously conducted by Sergey Petrovich Kazakov (associate Professor at the Higher School Economics of Moscow) which is one of the two coordinators of this research, together with Professor of Surveys and Statistical Methods for Tourism at Ca’ Foscari University Stefano Campostrini.