MARKET SEGMENTATION
Market segmentation is nothing but dividing the total consumer market into groups to be able to communicate with them and provide their specific needs.
REASON FOR TOURISM MARKETING SEGMENTATION
Every tourist being different, the tourism industry possibly is not capable of satisfying every
individual’s need. This is the foundation of segmenting the total market. While all tourists are different, some of them are similar to each other. Marketing force of a tourism business group the tourists into various segments that categorize the similar as well as distinct members. Market segmentation can be applicable to any of the tourism supply components and provides benefits as given below
It helps to understand specific demands of the consumers.
It helps to allocate marketing expenses efficiently.
It helps to create effective marketing strategies to target specific market segment.
The tourism market segmentation can be broadly divided/categorize into the following types:-
1) Geographic:- Geographic market segmentation is done considering the factors such as tourists’ place of origin. This factor is important as the tourists belonging to different places are brought up with different cultures and show different traits of behavior. It is the most basic type of segmentation.
2) DEMOGRAPHIC:- This segmentation is done by considering the tourist’s gender, age, marital status, ethnicity, occupation, religion, income, education, and family members.
3) PSYCHOGRAPHIC:- The marketing people do this segmentation by taking into account the psyche of the tourists. They gather information about the tourists’ interests, attitudes, their way of living life, opinions, and overall personality.
NICHE TOURISM
Niche tourism refers to a type of specialty tourism that focuses on a specific concept or topic. This can be food, sports, sex, war or wildlife tourism. Each of these tours will focus on their individual concepts.
Niche marketing in tourism focuses on marketing tour products of individual tourism niche to targeted customers (tourists and travelers).
MASS MARKETING IN TOURISM
Mass marketing is a market strategy in which a tourism firm (tour operator or travel agency) decides to ignore market segment differences and appeal the whole market with one offer or one strategy, which supports the idea of broadcasting a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the media used to reach this broad audience. By reaching the largest audience possible, exposure to the product is maximized, and in theory this would directly correlate with a larger number of sales or buys into the product.
Mass marketing is the opposite of niche marketing , as it focuses on high sales and low prices and aims to provide products and services that will appeal to the whole market. Niche marketing targets a very specific segment of market; for example, specialized services or goods with few or no competitors.
MARKETING TOOLS IN TOURISM
a) electronic media -- television and radio
b) print media -- newspapers, magazines, journals, other publications
c) Fairs and exhibitions -- local fairs and international fairs
d) E-tourism -- internet services (online such as in blogs and social media), ebanking, e-reservation, electronic billboard.
Billboard:- A large outdoor board for displaying advertisements; a hoarding.
Digital billboard:- A digital billboard or electronic bill board is a billboard that displays digital images that are changed by a computer every few seconds. Digital billboards are primarily used for advertising, but they can also serve public service purposes.
No comments:
Post a Comment