Taking into account the views of visitors as a tool for urban park development: Тhe case of Elagin park in Saint Petersburg
DOI:
https://doi.org/10.21638/spbu18.2023.304Abstract
Goal: to develop a framework for customer insight for urban parks that allows to elicit common use patterns as well as needs of various customer segments to increase park management effectiveness.
Methodology: in the example of the Elagin Park in St. Petersburg, we show that customer insight by means of principal component analysis and cluster analysis gives possibility to identify non-obvious behavioral patterns of park visitors as well as segment the park visitors. We test our framework by using primary data on 701 respondents, collected by means of CAWI-survey.
Findings: the derived segments differ from those which urban parks traditionally consider. The identified behavior patterns and needs of these segments show possible directions for revising the development of the park.
Originality and contribution of the authors: this study demonstrates the possibilities of quantitative analysis in determining directions for the development of city parks by the example of on Elagin Park in St. Petersburg, Russia. This fills the gaps in research on managerial approaches in the contemporary urban park development.
Keywords:
urban park, park management, customer insight, customer segmentation
Downloads
Downloads
Published
How to Cite
Issue
Section
License
Articles of the Russian Management Journal are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.