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Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
Tourism market segmentation in context of nepal
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Tourism market segmentation in context of nepal

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  • 1. TOURISM MARKET SEGMENTATION IN CONTEXT OF NEPAL 1
  • 2. OUR TEAM Jivan Nepali IOE, Pulchowk Campus June 18, 2013 Narayan Pd. Kandel IOE, Pulchowk Campus 2
  • 3. TOURISM Huge possibility of Employment Generation Covers 4.3% of National GDP (2012) So, if we can effectively market the tourism industry in Nepal & abroad? 3
  • 4. TOURISM MARKET SEGMENTATION Segmentation Small group bearing similar behavior characteristics Market Segments & Target Market Means of implementing marketing strategy 4
  • 5. WHY MARKET SEGMENTATION IN TOURISM Natural Resources? Cultural Resources? 5
  • 6. WHY MARKET SEGMENTATION IN TOURISM “focus resources on the customers who are most likely to be persuaded to visit their destination or to purchase their product or service” 6
  • 7. DATA TO BE SEGMENTED Tourist Details Records (TDRs) Demographic characteristics along with purpose of visit total duration stay tentative places of visit 7
  • 8. SEGMENTATION APPROACHES A-priori Segmentation Data-driven Segmentation “Study shows Older People Travel More & Go Farther” - Journal of Travel Research 8
  • 9. BASIS FOR SEGMENTATION Geographic Demographic Psychographic/Life-style Benefits Usage Loyalty Situation Behavioral 9
  • 10. BUILDING SEGMENTATION MODEL Step 1: Selection of the Segmentation Base (e.g. Travel Motivations, Vacation Activities) Step 2: Grouping of respondents Step 2(a): Selection of segmentation algorithms(s) Step 2(b): Stability Analysis Step 2(c): Computation of final segmentation solution 10
  • 11. BUILDING SEGMENTATION MODEL Step 3: Profiling (external validation) of segments by identifying in which personal characteristics segments differ significantly Step 4: Managerial assessments of the usefulness of the market segments (and formulation of targeted market activities) 11
  • 12. SEGMENTATION RESULTS Purpose of Visit Data Source: Nepal Tourism Statistics Report-2010 12
  • 13. SEGMENTATION RESULTS Travel Partners Data Source: Nepal Tourism Statistics Report-2010 2009 2010 13
  • 14. SEGMENTATION RESULTS Country of Origin Data Source: Nepal Tourism Statistics Report-2010 14
  • 15. SEGMENTATION RESULTS Satisfaction Level Data Source: Nepal Tourism Statistics Report-2010 15
  • 16. References [1] Hanlan J., Fuller D., Wilde S. J. (2006). “Segmenting tourism markets: a critical review”. Southern Cross University, Melbourne, Australia. [2] Barahi S., Fan R., Hung P., Malla P., Yeung R. (2011). “Tourism Cluster in Nepal - Microeconomics of Competitiveness”. Harvard Business School, USA. [3] Angus C., Brocklesby J. (2010). “Tapping the Domestic Tourism Market”. Angus & Associates, Tourism Resource Consultants and The Knowledge Warehouse, Ministry of Tourism, New Zealand. [4] Khatri, L., B., Kayastha R., P. (2010). “Nepal Tourism Statistics 2010- Provisional Report”. Ministry of Tourism & Civil Aviation, Government of Nepal, Singh Durbar, Kathmandu. [5] Khatri, L., B., Kayastha R., P., Pokhrel M., P., K.C., J. (2011). “Nepal Tourism Statistics 2011- Annual Statistical Report”. Ministry of Tourism & Civil Aviation, Government of Nepal, Singh Durbar, Kathmandu. 16
  • 17. Thank You! Questions & Answers Session 17

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