Benefits gained by visitors of tourist attractions. Market segmentation The paper presents an attempt of tourist attractions visitors' market segmentation of Wielkopolska and Kujawy. Benefits gained by visitors were carried out as a criterion of segmentation. The investigations were conducted in five leading attractions and 1970 questionnaires were collected. Six segments were identified with a k-average method. The segments were characterized with visitor's socio-demographic features and groups features in which were visited.