Methodical approach to segmentation of consumers of tourist services of rural agrarian tourism

The subject of the study is a methodical approach to segmentation of consumers of tourist
services of rural agricultural tourism on a psychographic principle.
The purpose of the study is to define and substantiate the methodical approach to segmentation
of consumers of tourist services of rural green tourism on a psychographic principle.
Research methods. In this work the dialectical method of scientific knowledge, the method of
analysis and synthesis, the comparative method, the method of data generalization are used.
Results of work. The article identifies four main segments of consumers of tourist services of rural
agrarian tourism, namely: interested in the implementation of agricultural activities, independent agro–
tourists, «rural romantics» and supporters of hedonism in rural agrarian tourism. The advantages of
the psychographic method of market segmentation are determined.
Conclusions. The results of the conducted research resulted in the following conclusions: the
methodical approach to segmentation of consumers of tourist services of rural agrarian tourism
based on the psychographic principle was proposed and substantiated, which allowed to distinguish
four main segments of consumers, in particular: interested in carrying out of agricultural work,
independent agro–tourists, rural «romantics» and supporters of hedonism in rural agrarian tourism.
It is determined that among the main communication means advertising and direct marketing have
the greatest influence on the behavior of consumers of tourist services.