1. Segmentation
Tourism Marketing

2. We know: Needs of tourists
Mode of travel
Boarding and lodging
Needs of a tourists
Scenic spots in and around the touris destination
Package tour(s)

3. We know: Typologies of tourism consumer behaviour
Sunlust and Wanderlust Tourism…
Individual-Experiencing Capability…
Shopping Tourism…

4. 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

5. 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
Religion
Catholic, Protestant, Jewish. Muslim, Hindu
Religious history, spiritual sites
It refers to grouping consumer on the basis of such characteristic as age, ethnicity.-.. Demographic and geographic segmentation are the most frequently used methods of segmentation.
In fact, most marketers belief that income and occupation often determine a person´s choice of lifestyle. We can say, that demographics are still important but the method should not be used in isolation.

6. 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
Psychographic characteristic are internal, and from this reason are more difficult to determine. For some product these internal characteristics have a stronger influence on determining the purchase preferences of consumer than do external characteristic.

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

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

9. Gallup Classification Model
Description
Impact
Adventures
Better educated, higher income
Attracted to new 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
Developed by Gallup Organization for American Express, it was specifically designed to develop a model relevant to tourism. Beause of the model is based on a survey conducted of travelers living in the US, the UK, Germany, Japan, it also provides a useful cross-cultural perspective.

10. 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 friends and family
Visit local residents
Highlights of what city has to offer
Aim message at 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
It is focused on the potential tourist´s purpose in making the visit.

11. Effective Segmentation is…
Measurable
Substantial
Accessible
Differentiable
Actionable

12. …
We can have several segments, but we focus on important segments for our business = targeting

13. Homework Videos: https://www.youtube.com/watch?v=Grbf69rs1zM