4-tourist types (1)

7/28/2019 4-Tourist Types (1)

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TYPES of TOURISTChapter Contents

I. Segmentation: By definition

II. Segmentation Methodsa) Segmentation by purpose

b) Psychographic (cognitive-normative)

c) Interactional

III. The Needs and Impacts of Different Types

of TouristsIV.Types of Tourists and Economic Policy of

Destinations


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TOURIST TYPESI. Segmentation

* Segmentation: to classify customers into

several groups or categories in terms of their

common preferences and needs

* Two main reasons for segmentation:

1. To rationalize marketing efforts of suppliers

2. To examine various economic limitations andcontribution, thus formulate policy based on

behavioral orpsychological economics


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TOURIST TYPES

II. Segmentation Methods

I. Segmentation by Purpose:

(a)Recreational purposes (leisure)

(i) Holiday (ii) Health and Sports (iii) Religion VFR, Study

Holiday purposes include sunlust and wanderlust

(b)Business purposes

(i) Company Business (ii) Convention (iii) Sales trips (iv) Incentive trips


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TOURIST TYPES


1. Segmentation by Purpose (cont.) Recreational or Leisure travels and VFR can be seen as

final demand while business travel is mostly a derived

demandorsecondary demand.

Recreational Travelers are subject to personal economicconstraints but Business Travelers are largelyinstitutionalized and limited by corporate economics.

Leisure traveldemand is more income and priceelastic thanbusiness travelers.

Incentive travel is specific and both Business and LeisureTravels


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TOURIST TYPES


Types of Tourists by Purposes of Travel

Tourists and excursionists

Recreational Purposes Business Purposes

Holiday Health& Religion VFR Company BSport & study

Sunlust Conventions Sales trips

Wanderlust

Incentive trips


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TOURIST TYPES


2. Psychographic Segmentation: usespsychological variables.

A limited number of traits which are important for

tourists: venturesomeness, hedonism, dogmatism,intellectualism.

These traits influence tourist activity or thepurchasing characteristics of tourists.

Stanley Plog developed a model to divide tourismmarkets based on theirventuresomeness:


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2. Psychographic Segmentation(cont.)

* (a) Allocentric: highly venturesome;

make own travel arrangements, visit remote andunfamiliar destinations, learn local culture, andrarely repeat visit to the same place.

(b) Mid-centric: liking to explore but with comfort;uses travel distributors, but make own package,travel reasonably far but to known destinations,balance novelty with home comforts.

(c) Psychocentric: disliking unfamiliarity and risks;use organized inclusive tours (package tours), traveloften to familiar destinations culturally similar tohome, board in mass accommodation or, oftenrepeat visit.


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TOURIST TYPES


3. Interactional Segmentation: to segmenttourists with respect to the effect on the tourismdestination.

(a) Explorer: small in numbers, virtually noconsumption of tourism products, negligibleeconomic impact

(b) Elite: relatively small number, price-inelasticdemand for very high quality products, maycause investment to follow into destinations.


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TOURIST TYPES


3. Interactional segmentation (contd.)

(c) Hosted or second homers: constant travel demand, butboarded by hosts or in own accommodation, hence lowconsumption product, but cause increase in general local

expenditure(d) Individual: numerous, wide ranging travel, demandmaybe price-elastic, significant demand for domestic tourismproducts

(e) Mass-or charter: very numerous, sectors of the travelindustry wholly dependent on them, major impact and costsat destination, may cause significant investment indestination by generator owned business.


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Figure: Eric Cohens classification of tourist typologies


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TOURIST TYPESIII. The Needs and Impacts of Different Types of Tourists

Variations between types of tourists:

1. Length of stay: from a week to 30 days

2. Overall & seasonal demand stability:

(a)VFR and luxury recreational tourism is the least sensitive

to demand variation

(b)Leisure Travel is constrained by school vacations, work

entitlements, climatic conditions

(c)Business Travel is influenced by the long term stability of

demand affected by economic cycle in Tourist Generating

Regions.


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TOURIST TYPES

III. The Needs and Impacts of Different Types of Tourists

3. Repeat visiting & Marketing Costs:

(a) The psycho-centric tourists and secondhome owners are most likely to repeat a visit

to a destination. Because they are willing tovisit familiar destinations

(b) Cruise passengers exhibit high repeat

purchasing (because of strong brand loyalty)

(c) Repeat visiting decreases tourismmarketing costs.


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TOURIST TYPES

IV. The Type of Tourists and Economic Policy of

Destinations

To maximize economic profits we need to:

1. to identify discrete tourist market segments

2. to assess the stability and demand patterns ofeach segment

3. to evaluate the returns or profit contributions

realized from each segment

4. to allocate resources to attracting each

segment, in other words, making cost-benefit

analysis in the tourism sector


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End of Slides

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4-tourist types (1)

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