چکیده:
One of the tools of modern marketing research is psychographic methods. They are based on the study of the psychological characteristics of consumers, which are determined by occupation, life positions, interests, values, lifestyle, etc. The article talks about the reasons for the growing attention to the study of psychographic segmentation in various fields of human activity, in particular in the field of tourism. The features of the application of the psychographic factor in determining tourist motivation are determined. With regard to tourism and hospitality, the geographical and sociographic methods used by many researchers do not reveal the "inner" world of a tourist as a consumer of services and do not allow the needs, interests and characteristics of their behaviour to identify in full. Accordingly, the paper considers the features of the application of psychographic classifications in relation to the tourism sector. The advantages of the psychographic method are determined. An attempt was made to use the methodological apparatus in the study of the regional tourism sector in the formation of the "portrait" of a modern tourist. The results of an in-depth interview and questionnaire conducted among the guests of the Kazan city are presented. The paper analyses the experience of using psychographics methods, and considers the possibilities of their use in the strategic planning of regional tourism. Accounting for psychographic research will allow more rational management of regional tourism to carry out.
خلاصه ماشینی:
440 Account of Psychographic Research in the Development of Regional Tourism Vladimir Anatolyevich Rubtzov', Niyaz Minnahmatovich Biktimirov', Bautista Espinoza Hugo3, & Mikhail Viktorovich Rozhko3 Abstract One of the tools of modern marketing research is psycho graphic methods.
With regard to tourism and hospitality, the geographical and sociographic methods used by many researchers do not reveal the "inner" world of a tourist as a consumer of services and do not allow the needs, interests and characteristics of their behaviour to identify in full.
ru3 Kazan Federal University 441 10 I Special Issue of Journal of Research in Applied Linguistics, 10, Summer & Autumn 2019 Today, many foreign companies conduct psychographic research even at the level of an individual enterprise and want to know their consumers as best as possible.
443 12 I Special Issue of Journal of Research in Applied Linguistics, 10, Summer & Autumn 2019 Our study made it possible to identify the need for identification and separate consideration of a group of religious tourists who are more careful about the choice of tourist services (Gabdrakhmanov et al.
When compiling questionnaires, it is necessary to include questions aimed at identifying the demands of tourists on the comfort of accommodation, food quality, priority of types of recreation, transport security, etc.
To determine the motivation of tourists in 2018 in Kazan, the department of service and tourism of the Kazan (Volga) Federal University conducted a sociological study.