Market Segmentation Essay

Market Segmentation in Tourism

Every traveler is different. Just about every tourist feels attracted by simply different holiday destinations, likes to engage in different activities while on holiday, makes use of distinct entertainment features and complains about different facets of their getaway. While all tourists vary, some are more similar to each other than others: many people enjoy tradition tourism, a large number of tourists want to ski during their winter getaway and many visitors require entertainment facilities for the children at the vacation spot. Acknowledging that all tourist differs from the others and that travel and leisure industry are not able to possibly appeal to each individual independently forms the basis of industry segmentation. Johnson (1956) presents the concept of marketplace segmentation as being a strategy. This individual states that " Market segmentation […] consists of observing a heterogeneous market (one characterized by divergent demand) like a number of smaller sized homogeneous markets". When segmenting a market, sets of individuals are created which are comparable with respect to several personal attribute. The particular personal characteristic regarding which similarity is explored is the segmentation criterion or perhaps segmentation basic. Segmentation requirements / basics can be socio-demographics (for illustration, old vs young tourists), behavioral factors (skiers vs . sightseers) or perhaps psychographic parameters (tourists determined by rest and relation versus those motivated by simply action and challenges). Market segmentation could be applied simply by any unit operating in travel industry: hotels, travel organizations, tourist attractions, restaurants, and local non profit organizations. A travel and leisure destination is definitely the entity that market segmentation is done. The benefit of market segmentation is based on a holiday destination being able to specialize within the needs of a particular group and become the very best in providing for this group. In doing and so the destination profits a competitive advantage mainly because (1) competition can be reduced from the...

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