Tourism Marketing Segmentation Segmentation is Identify and profile

Tourism Marketing Segmentation

Segmentation is …? • Identify and profile distinct groups of tourist who might have homogeneous characteristic or needs, and hence, prefer varied genres of tour packages https: //www. youtube. com/watch? v=D 8 o. VKRNS WBc https: //www. youtube. com/watch? v=15 z. HUf. Sj. LG 4

Demographic factors of segmentation Characteristic description Relation to Tourism Age Children, teens, adults, elderly Types of activities desired Gender Male, female Specialized activities sach as shopping, sport , … Ethnicity Nationality Historical sites, museum exhibits, arts, … Income Low, average, high Destination choice based on disposable income Family stage Single, newlyweds, divorced, families, empty nesters Types of activities desired Religion Catholic, Protestant, Religious history,

Psychographic factors of Segmentation Characteristic Description Relation to Tourism Lifestyle Sport, history, shopping Choice of destination Value Adventures, economizers, dreamers Type of experience desired, level of risk, level of comfort Social class Lower, middle, upper Economical packages, events close to home; luxurious, exclusive and unique experiences

…next factors of segmentation • Geographic: (region, city, …) • Behavioural: (user status, user role, attitude (enthusiastic, positive, indefferent, negative, …) loyalty staus, …) • Special bases for tourism market segmentation: (customer expectations = high, low)

Other methods of segmentation… 1) Demand-Based segmentation Socio-Economic Life-Cycle segmentation Classification • Youth market (age 18 -35, • Upper class with no children under 20 • Middle class years living at home) • Lower class • Family market (with children under 20 living at home) • Mature market (age 36 – 65) • Seniors market (age over 65)

2) Gallup Classification Model Impact Classification Description Adventures Better educated, higher Attracted to new income cultures and experiences Indulgers Wealthier, both men and women Want to be pampered and willing to pay Economizers Older, men, average income Vacations are routine part of life Dreamers Older, women, modest income and education View travel as meaningful experience, play safe on choice, but dream or more adventure Worriers Less education, lower income Do not like to travel because of discomfort with unknown

3) Usage segmentation Segment Description Need and Desire Promotion strategy Business travelers To conduct business Activities to fill free time during evenings Provide information to hotels Those visiting Visit local friends and family residents Highlights of what Aim message at city has to offer local residents Day and weekend tourists Attend special events with possible overnight stay Convenient package of tickets and lodging for event Ads for special events and packages Traditional vacationers Visiting for week or longer Full schedule of events Brochure and website on range of activities and services

Typologies of tourism consumer behaviour • Sunlust and Wanderlust Tourism… • Individual-Experiencing Capability… • Shopping Tourism…

Effective Segmentation is… • • • Measurable Substantial Accessible Differentiable Actionable

… • We can have several segments, but we focus on important segments for our business = targeting

Case study - part 1 - done • Create your own tourist product (work in small teams).

Case study – part 2 Homework • Identify the 4 C´s in your product – Customer solution, Cost to the user, Convenience, Communication

Homework Videos: First 2 are from the 1 st slide • https: //www. youtube. com/watch? v=D 8 o. VKRNSWB c • https: //www. youtube. com/watch? v=15 z. HUf. Sj. LG 4 • https: //www. youtube. com/watch? v=0 srjd. RDh 99 Y