Market Segmentation Of Tourism

Segmentation of Destination

Market segmentation is dividing a market into distinct groups of buyers who have different needs, characteristics or behaviors who might require separate products or marketing mixes. There are some criteria to segment our markets.

• Geographic Segmentation : Markets are divided into different geographic units. These units may include nations, states or district. Consumer may have different buying habits based on where they are from. Based on this we can segment the tourist to domestic and international tourist. This is because domestic tourist may have different perception,habits and needs on a destination compare to international tourist. Besides, tourist from different countries have different perception and

The offer focus on what is common in the needs of consumers. For an example, federal territory of Kuala Lumpur may promote the fashion industry around KL area as a whole or mass advertising rather than differentiate the variety of fashion clothes. This is an example of undifferentiated marketing which provides cost effectiveness but still is hard to satifsy all consumer who have different need, characters and perception.

Differentiated Market : Involves marketing in a number of segments, developing separate marketing strategies for each. For an example, Kuala Lumpur which promotes different type of foods such as halal food for muslims , chinese foods and Indian food. The objective they differentiated the market is to get higher sales by fulfill varies consumer’s needs. This may bring to more loyalty because the offering match consumers’ needs well. However, this marketing strategies may increase the cost because firm need to develop different marketing plan for every different

• Competitors Strategy: When the competitors use undifferentiated marketing, our firm can gain the competitive advantages by using differentiated marketing. For an example, if the capital city of Thailand, Bangkok uses the undifferentiated marketing strategy, we can compete and gain advantage if use differentiated marketing where we can differentiate variety of services and destination that we have such as Masjid Jamek, China Town and Little India which differentiate the lifestyles, culture and beliefs of different races in Malaysia.

In conclusion, after considered all these factors are better to choose differentiated marketing because the destinations around Kuala Lumpur carry different importance and value to the consumer. So, we need to differentiate the market to smaller segments and must develop separate marketing strategy for all small segments. Actually, these efforts may attract more visitors to Kuala Lumpur if their different needs get fulfilled and they may loyal to the