CONSUMER HABITS OF DOMESTIC TOURISTS IN CROATIA: MOTIVATION, BEHAVIOURAL INTENTIONS AND COCREATION OF TOURIST EXPERIENCE

The economy of the Republic of Croatia is dependent on the tourism industry. The current crisis in the global tourism market, caused by the Covid 19 pandemic, has highlighted the importance of the domestic market for the survival of tourism and the Croatian economy as a whole. Therefore, the purpose of this paper is to determine the consumer habits of domestic tourists, focusing on the characteristics of travel, motivation and behavioural intentions and co-creation of the tourist experience to better understand the behaviour of tourists. The paper is based on an empirical study conducted on a sample of domestic tourists. The research results show that the majority of tourists organize their own travel and that the main source of information for them is the Internet. The most common reasons for traveling are rest and relaxation, fun and new experiences. Using cluster analysis, three segments of domestic tourists were identified (Youth, Couples and Families with Children), and differences were found among them in terms of travel characteristics, travel motivation, behavioural intentions, degree of tourists’ involvement in travel preparation, and degree of co-creation of the tourist experience. The paper contributes to the understanding of motives and behavioural patterns of domestic tourists. The research findings can be used by marketing managers in travel agencies and tourist destinations to better address the needs of domestic tourists.