Emac2009 Tourism Mkt

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The objective of this presentation is to investigate the existence of discrepancies or gaps between the actual demographic profile of visitors and providers’ estimate of this profile. By the end of this presentation we will have investigate such a gap for the first in marketing literature!

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Emac2009 Tourism Mkt

  1. 1. Whose perceptions are reality? Georgia Zouni PhD Cand. In Tourism Marketing University of Piraeus Greece
  2. 2. Whose perceptions are reality? Revealing the Gap between real demographic profile of visitors and tourism providers’ perceptions of this profile
  3. 3. your expectations for today?
  4. 4. Presentation Overview Tourism Segmentation Research Demographic Segmentation pros or cons Empirical Study Analysis of findings Discussion
  5. 5. or The Movie While they were sleeping
  6. 6. what is segmentation in Tourism?
  7. 7. dividing a total market, such as all tourists, into manageable sub- groups (Middleton, 2001)
  8. 8. Tourism segmentation bases Geographic Bonn, Joseph, & Dai, 2005; Moscardo, Pearce, & Morrison, 2001 Demographic Burnett & Baker, 2001; Juaneda & Sastre, 1999; Galley & Clifton, 2004 Psychographic Baloglu & Uysal, 1996; Cha, et al., 1995 Behavioural Bonn, Furr, & Susskind, 1999; Kastenholz, Davis, & Paul, 1999 •Either singularly or in combination •Emphasis on psychographic and behavioural segmentation •Mostly quantitative data via questionnaire surveys
  9. 9. Tourism segmentation bases Geographical
  10. 10. Tourism segmentation bases Demographic
  11. 11. Tourism segmentation bases Behavioural
  12. 12. Tourism segmentation bases Psychographical
  13. 13. Demographic segmentation Pros & Cons the most common approach to market segmentation for tourism marketing (Tkaczynski, et al., 2008). Pros easy to access (Lawson, 1995) inexpensive (Bonoma & Shapiro, 1984) easy to form (Griffith & Pol, 1994) easy to measure (Bowen, 1998) Cons inadequate (even poor) determinant of tourist behaviour (Johns & Gyimothy, 2002)
  14. 14. Demographic segmentation Conclusion But, they are still more objective and measurable than the unobservable variables. The first step toward a more integrated segmentation method
  15. 15. Schematically the GAP Gap = visitors’ demographic profile – providers’ estimate of tourists’ profile Ho: there is no difference between tourists’ actual profile and providers’ estimate of tourists’ profile
  16. 16. Research Field
  17. 17. Ancient Olympia, Greece An ancient Greek religious site dating back 10 centuries B.C. The birth-place of the Olympic Games. The location of giant gold Statue of Zeus, one of seven wonders of the world Place where Olympic flame is still lit An UNESCO Heritage Site It hosts one of the masterpieces of ancient Greek art, Hermes of Praxiteles.
  18. 18. Research methodology TOURISTS SURVEY PROVIDERS SURVEY Study determined using determined using Tourism population EUROSTAT and WTO Satellite Account of WTO. Samples National and international Lists of the local chamber of tourists, 15+ years old. commerce. Owners or managers. Sample size 268 95 Period 2 months 2 months Variables Nationality, age, gender, education, income
  19. 19. Research methodology TOURISTS SURVEY PROVIDERS SURVEY Data collection Personal interview using a Personal interview using questionnaire in 6 structured questionnaire languages Sampling Two stages Random Inventory method sampling Response rate 71% 76, 5% response rate
  20. 20. Results Were they sleeping?
  21. 21. Results NATIONALITY % 35 32.6 30 25 20 18.418.9 17.9 15.8 14.7 15 13.2 13.2 10.2 10 7.1 7.4 5.3 5 3.2 3.2 0 UK French German Greek Italian Spanish Nederlands Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
  22. 22. Results …what that means ? These are destination’s tourists Providers market for these tourists but…
  23. 23. Results AGE % 35 32.5 30.5 30.5 30 24.4 25 22.8 20 17.9 16 15 9.8 10 4.5 4.9 5 0 19-29 30-39 40-49 50-59 15-18 Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
  24. 24. Results …what that means ? These are destination’s tourists Providers market for these tourists but…
  25. 25. Results EDUCATION % 50 44.9 45 40 35 30.3 30 27.2 25.3 25 22.2 20.6 20 16.9 15 10 7.9 4.7 5 0 0 University graduate Postgraduate College graduate University Student Basic Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
  26. 26. Results …what that means ? These are destination’s tourists Providers market for these tourists but…
  27. 27. Results INCOME (monthly) % 45 41.9 40 37.8 35 30 26.7 26.5 25 21.1 20 17.2 14.4 14.4 15 10 5 0 3000€ + 1500 - 3000 Less than 800€ 800 - 1499 Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
  28. 28. Results …what that means ? These are destination’s tourists Providers market for these tourists but…
  29. 29. Results Outline These are destination’s tourists Providers market for these tourists but… French British Women Men Young (19-39) Older hold a university degree uneducated, their monthly income exceeds Poorer that they really are. 3.000 euros.
  30. 30. The REAL Tourist of Olympia
  31. 31. The PERCEIVED Tourist of Olympia
  32. 32. Discussion The findings are important for researchers and practitioners, because of: •the significance of demographic characteristics for consumers’ buying behaviour •the extensive use of demographic characteristics in market segmentation and the identification of distinctive market segments.
  33. 33. strategic fit False perceptions might lead to ineffective decision making for marketing segmentation, positioning and marketing mix formulation.
  34. 34. Discussion on Gaps’ Reasons Stereotypes about destination tourists’ characteristics Olympia is a mature heritage destination Senior management contact with tourists Interaction between managers and tourists is required.
  35. 35. Where do we go from here ?
  36. 36. Research Contribution Importance of primary and timely research among tourists. Useful tool for management in order to propose an ‘integrated solution’ to customers. In line with the notion of ‘co-creation marketing’
  37. 37. Wear your customer’s glasses and see the World!
  38. 38. IF YOU WANT TO READ MORE OF WHAT WE ARE THINKING… www.slideshare.net/GeorgiaZouni www.docstoc.com/profile/gzouni

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