ABSTRACT
This chapter presents the essence of segmentation in agritourism, the motivation for agritourism activity and the typology of visitors to agritourism farms, with a division into agritourists and agri-trippers, that is, one-day visitors. The development of the tourism and recreational economy depends on tourists staying at hotel facilities in tourism regions. The concept of tourism market segmentation is a term closely related to tourist consumption, because individual elements, that is, groups of tourists, participate in the consumption of tourism goods and services. Segmentation enables one to gain competitive advantage over other entities when operating in the tourism market. Effective management of the segmentation process enables identification and concentration on one homogenous group of tourists. The process of market segmentation plays a vital role in marketing activity in tourism. Segmentation may play a very significant role in the development of rural tourism and agritourism.
