Metody analizy wartości klienta dla obszaru recepcji turystycznej

The goal of the article is to show that because a tourist destination in and of itself does not suffice in satisfying the expectations of all visitors to an equal extent, properly managing it demands a focus on the most valuable clients. Particular aspects of the value of tourist-clients for tourist destinations are considered – the amount of money they spend during a stay, the possibility of increasing these outlays, retention rates (visit frequency), the possible development of the client (declaring an intention to return), the degree of reference (the influence a given visitor may have on other tourists), and the knowledge that can be gained from tourists. The paper goes on to discuss methods and angles for measuring the value of visitors, including Pareto’s rule, ABC method, the RFM and FRAT classification systems, the assessment of a client’s attractiveness, and customer lifetime value. The last section considers the possibility of using the results of the analysis to group visitors and research potential marketing solutions directed at the most valuable guests.