Market segmentation of tourist destinations (products).

1. Market Segmentation

2. DEFINITION:
Market segmentation is dividing the total consumer market into groups
to be able communicate with them and provide their specific needs.
Tourism market segmentation is the strategic tool for getting clear picture of diversity among the tourists.

3. Reasons for segmentation:
Every tourist being different, the tourism industry possibly is not
capable of satisfying every individual’s need therefore segmentation
benefits as follows:
 helps understand specific demands of the customers
 helps allocate marketing expenses efficiently
 helps create effective marketing strategies to target specific market
segment.

4. TYPES OF MARKET SEGMENTATION:

5. o It’s based on how they live, their priorities, their attitudes and other psychological factors.
o In tourism there if focus on 3 main psychographic factors, namely:- lifestyle, social class and the values.
o Lifestyle is a mixture of activities, interest and opinion.

7. Factors affecting geographic segmentation
Location – the residence or part of the country the customer belongs to can help in identifying nearby travel
destinations available
Urbancity – the infrastructure of the environment of the customer helps in identifying the type of facilities the
customer is accustomed to and expects
Culture – the type of culture the customer is part of and comfortable with
Climate – the type of climate that the customer is accustomed to or prefers
Population density – is a very important factor for identifying hot zones for marketing
Language – languages the customer is comfortable with for communicating.

8. SUMMARY