Abstract:

The contribution deals with the influence of psychographic segmentation on increasing the number of visitors in hotels in the Slovak Republic using online marketing communication. The main purpose of the contribution is to answer the question of how psychographic segmentation influences the growth of visitors to hotels operating in the Slovak Republic with the use of online marketing communication with the possibility of creating a typology of consumers. The theoretical part of the contribution focuses on the segmentation of the tourism market, the psychographic consumer segmentation, online marketing communication. The practical part of the contribution is taken by statistical verification of the hypotheses determined by the Kruskal-Wallis test and the chi-square of the Independence test. For the purposes of validating statistical hypotheses, a questionnaire containing questions about psychographic segmentation has been sent to consumers who have visited the hotel in the Slovak Republic electronically in the last 12 months. On the basis of the data obtained, a typology of Slovak consumers was created, which can be used by hotel managers to increase the hotel's visitors. Data analysis was conducted through the IBM SPSS Statistics 25.00 software program.