Еffect of customer typology on revenues of entrepreneurial entities in the tourism sector

Abstract

Enterprising in tourism in today’s difficult economic – social conditions is not simple. This relates to compliance with a number of laws, decrees, rules, principles, as well as business ethics. The complexity of the business activities is closely related to income as a determining factor in relation to the typology of customers towards meeting the customer needs. The aim of this paper was based on theoretical and practical knowledge and the results of the marketing survey highlight the impact of customer typology on revenues of businesses operating in the tourism sector in Slovakia. When processing the survey, statistical methods were used: the descriptive statistics which deals with the methods of description, summarizing and data presentation; and interferential statistics, which allows to generate statistical estimates, and generalize the data obtained from the study group on the whole target population. In the context of an analysis of the primary data, there were used two methods of multivariate statistical methods like factor and cluster analyses, on which typology of customers in the tourism market was drawn.