ГЕНДЕРНЫЕ РАЗЛИЧИЯ В ЭКОЛОГИЧЕСКИ ОТВЕТСТВЕННОМ ПОВЕДЕНИИ ПОТРЕБИТЕЛЕЙ: ИССЛЕДОВАНИЕ В СЕКТОРЕ ТУРИЗМА И ГОСТЕПРИИМСТВА ЦЕНТРАЛЬНОГО КАЗАХСТАНА

Текущие тенденции в адаптации продуктов под индивидуального клиента и персонализации услуг приводят к детальному анализу потребностей потребителей, что, в свою очередь, очень важно для создания уникальных предложений, нацеленных на правильные сегменты потребителей. Масштаб исследования охватывает Центральный Казахстан, в частности, Улытауский регион. Данное эмпирическое исследование основано на методе количественного исследования, в котором в качестве инструмента сбора данных был использован опрос. Анкеты были распределены среди потенциальных потребителей по методу стратифицированной случайной выборки. Гендерные различия в поведении потребителей были протестированы с помощью анализа Т-test с использованием аналитического программного обеспечения SPSS.22. Результаты показывают, что существует существенная разница в предпочтениях между мужским и женским потребительскими сегментами в отношении экологического туризма и экологически ответственных форм гостиничных услуг, и что каждый сегмент требует индивидуального маркетингового подхода.

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