It is now generally agreed by academics, government and the tourism industry that ecotourism can be identified by three core criteria: nature, learning, and sustainability (Beaumont, 1998; Blamey, 1995; Weaver, 2008). The marketers (group 1) have decided to segment according to psychographic & behavioural segmentation.
An important parameter of ecotourist market segmentation is the concept of a hard-to-soft spectrum that takes into account associated motivations and behaviour (Weaver and Lawton, 2002).
Competitors of Jamboree Creek The Mandala: http://themandalagoa.com/ Anahata Retreat: http://anahataretreat.com/about/ Vaayu: http://vaayuoceanadventures.in/ Samata: http://www.samatagoa.com/ Palm Grove Cottages: http://www.palmgrovegoa.com/
STP - Marketing
JAMBOREE CREEK, GOA
GREEN . YOGIC . ORGANIC . JAMBOREE
Jamboree Creek is an eco
friendly resort located in North
Going “Green” – Afforestation
project – use of permaculture
Yoga camps and workshops –
Capoeira, Tai Chi, Acro Yoga
Kitchen garden – home grown
lemongrass, fresh fruits &
Tourists are interested in natural
places and experiences for the
benefits of enjoyment and
learning, physical activity and
adventure (Beaumont, 2011)
Multiple segmentation bases –
Psychographic & Behavioral
Personality, lifestyle, benefits
sought, loyalty status
Dibb, S. (1999)
Sathish & Kumbharjuvenkar (2012)
Reasons for Tourists Visit to Goa
Majority reason people travel to
Goa is for holiday and relaxation.
The market segment Jamboree
Creek is targeting, is substantial
enough to serve as markets.
Actioning modifications to the
offerings provided to the market
Tourist Arrivals – 4,284,721 (30%)
Limited resources (including limited
inventory of 11 huts)
Large share of small market
Framework of Segment Attractiveness Criteria
Dibb, S. (1999)
TARGETING MARKET SEGMENTS
Niche segment - targeting
independent travelers, eco-tourists,
wellness and spiritually inclined
Jamboree Creek cannot afford to
target too many segments as it is in a
For example, large families would
attract more revenue but this
segment does not mesh with the
Physical Attributes: Jamboree Creek offers the consumer with eco-friendly
accommodation consisting of bamboo huts, open air rain showers, colorful interiors,
access to a private beach, yoga studio, etc
Location: The resort has access to a private beach and hence offers a lot of privacy to
Jamboree Creek’s USP is that they grow their own herbs and most of the fruits and
vegetables for consumption on property. All produce is grown organically.
Differences are Distinctive and Preemptive.
No competitor grows it produce organically on the property itself.
All competition hotels are located on the beach which do not offer privacy.
S.W.O.T. ANALYSIS OF JAMBOREE CREEK
• Home grown organic food products
• Limited Inventory
• Increasing activities to attract more segments
• Boutique hotel with similar product & services
• Concept can be copied easily
Dibb, S. (1999). Criteria guiding segmentation implementation: reviewing the
evidence. Journal Of Strategic Marketing, 7(2), 107-129.
Beaumont, N. (2011). The third criterion of ecotourism: are ecotourists more
concerned about sustainability than other tourists? Journal of Ecotourism, 10
Weaver, D.B., and Lawton, L.J. (2002). Overnight ecotourist market
segmentation in the Gold Coast Hinterland of Australia. Journal of Travel
Research, 40 (3), 270-280.
Dey, B., & Sarma, M. K. (2006). Tourist typologies and Segmentation Variables
with Regard to Ecotourists. Tourism Management, 8, 31-39.