Market Segmentation In Tourism
All tourists are different and are heterogeneous. Market Segmentation in Tourism is nothing but dividing the total consumer market into groups to be able to communicate with them and provide their specific needs. It is the strategic tool for getting a clear picture of diversity among the tourists. Why Market Segmentation in Tourism? As every tourist is different, the tourism industry is not capable of satisfying every individual’s need. This is the cause of segmenting the total market. The benefit of market segmentation is to provide a tourist destination being able to focus on the needs of a particular group and become the best in tending this group. Types of Market Segmentation: Market Segmentation in Tourism can broadly divided into the following types −: • Geographic- This segmentation is done considering some factors such as tourists’ place of origin. This is oldest and simplest basis for market segmentation. • Demographic- This segmentation is done by considering the tourist’s gender, age, marital status, ethnicity, occupation, education level, religion, income and family members. • Psychographic- This segmentation is done by taking into account the psyche of the tourists, such as their interests, attitudes, opinions, priorities, their way of living life and overall personality. • Socio-Cultural Segmentation- This segmentation is done by considering the tourist’s religion, social class, family lifestyle and status. • Product-related Segmentation- This segmentation
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