This research examines the behaviors and preferences of Polish ski resorts
visitors, the results of which serve as the basis of segmentation criteria. Using
correspondence analysis has made it possible to consider a few important
characteristics and behaviors of Polish skiers during the segmentation process. On the
basis of the conducted analysis, seven segments were created. This was the starting
point for an in-depth analysis of the behavior of visitors, particularly in regard to the
frequency and length of their stays along with characteristics that differentiate particular
groups of skiers. The conducted analysis revealed how to better match marketing
strategies of particular Polish ski resorts to the visitors’ needs. The research also proved
a high level of utility of the methods used (e.g. correspondence analysis) in doing a
multidimensional segmentation of the tourism market.