资源简介

(共32张PPT)
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Chapter 6
Tourist Markets
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Chapter 6
The Tourist Product
Tourist Market Trends
The Destination Selection Process
Tourist Market Segmentation
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Tourist Market Trends
Emergence of simple market segmentation
and multilevel segmentation
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The Destination Selection Process
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The Destination Selection Process
More than one person may be involved in destination selection process
Young children not directly involved in destination selection process, but exert strong influence
Multiple decision makers
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Tourist Market Segmentation
Eight Factors in Effective Market Segmentation
Can target characteristics be measured in meaningful way (e.g., psychological criteria vs. age)
Measurability
Size
Is market size large enough to warrant attention
(e.g., female war veterans >85 years of age)
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Tourist Market Segmentation
Eight Factors in Effective Market Segmentation (con’d)
Is resultant group sufficiently distinct from other market segments
Homogeneity
Compatibility
Are values, needs & wants of segment compatible with destination’s or company’s values
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Tourist Market Segmentation
Eight Factors in Effective Market Segmentation (con’d)
How difficult is it to reach the market (e.g. sex tourists)
Accessibility
Actionability
Is destination or company able to serve needs of market segment (e.g., wilderness lodge & gambling)
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Tourist Market Segmentation
Eight Factors in Effective Market Segmentation (con’d)
Will segment exist long enough to justify pursuit of specialised marketing or product development strategies
(e.g., WWII veterans)
Durability
Relevance
Any underlying basis for targeting particular segment (e.g., eye color does not influence consumer behaviour)
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Tourist Market Segmentation
Geographic segmentation
emergence of GIS computer programs contributed to popularity
Region and country of residence
regional origin – least sophisticated type of geographical analysis (e.g., Asian, European)
country of residence – widely used by destinations & businesses
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Tourist Market Segmentation
Geographic segmentation
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Tourist Market Segmentation
Geographic segmentation
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Tourist Market Segmentation
Geographic segmentation
Subnational segmentation
Reduced cost & travel time make California more attractive market source for tourists to Australia than Florida
Urban & rural origins
Insights may be gained by subdividing tourist market by community size
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Tourist Market Segmentation
Sociodemographic segmentation
1. Gender & gender orientation
Biological: female, male
(e.g. males hunting, females theatre)
Increased recognition of female travel needs
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Tourist Market Segmentation
Sociodemographic segmentation
1. Gender & gender orientation
Gay & Lesbian Tourism
Important component of tourism industry
liberalisation of sexual attitudes
formidable purchasing power = ‘pink dollar’
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Tourist Market Segmentation
Sociodemographic segmentation
2. Age and family lifecycle
A. Older adults
influence will grow as baby-boomers age
B. Younger adults
behaviour associated with Schoolies Week
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Tourist Market Segmentation
Sociodemographic segmentation
2. Age and Family Life Cycle
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Tourist Market Segmentation
Sociodemographic segmentation
‘DINKS’
Single parents
Full Nest Forever
Gay couples
Permanent singles
Those whose spouses die at early age
NON-FLC SEGMENTS
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Tourist Market Segmentation
Sociodemographic segmentation
2. Age and Family Life Cycle
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Tourist Market Segmentation
Sociodemographic segmentation
Education generally influences occupation, which in turn determines income level
All three criteria also effective ‘accessibility’ variables (effective at targeting specific neighborhoods)
Higher income earners = increased tourism activity (also less concerned about economic recessions)
3. Education, occupation &income
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Tourist Market Segmentation
Sociodemographic segmentation
Rarely used for segmentation purposes (sensitivity)
Exceptions include targeting:
African-American consumers
Focus on specific religious groups by
pilgrimage-related sites & events
4. Race, ethnicity and religion
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Tourist Market Segmentation
Sociodemographic segmentation
Often overlooked as tourist segment despite rapid growth
5. Disability
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Tourist Market Segmentation
Psychographic segmentation
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Tourist Market Segmentation
Psychographic segmentation
Individuals not aware of where they fit
Psychological dimensions inferred through responses to complex surveys interpreted by researcher (subjective)
DIFFICULTIES WITH PSYCHOGRAPHIC PROFILES
Do psychographic characteristics change over time
Requires more time & money than other types of segmentation
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Tourist Market Segmentation
Psychographic segmentation
indicates intrinsic reason for embarking on trip
implicit in Plog’s model
(e.g., venturers = driven by curiosity)
classification schemes (e.g., Maslow’s hierarchy of human needs)
Motivation
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Tourist Market Segmentation
Psychographic segmentation
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Tourist Market Segmentation
Psychographic segmentation
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Tourist Market Segmentation
Psychographic segmentation
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Tourist Market Segmentation
Psychographic segmentation
Motivation
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Tourist Market Segmentation
Behavioural segmentation
travel occasion
destination coverage (including length of stay)
activities
repeat patronage & loyalty
Employs the outcomes of destination buying decisions as basis for market segmentation
Basic behavioural criteria include:
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Tourist Market Segmentation
Behavioural segmentation
Activities
accommodation type
mode of transportation
types of tourist activities undertaken
(e.g., ecotourists, honeymooners, wine tourists)
Variables include:
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Tourist Market Segmentation
Behavioural segmentation
Repeat patronage and loyalty

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