THM 1006 Paripan Keawnet

Chapter is………

1. Academic Typologies

2. Marketing application of typologies.

3. Classic segmentation criteria

4. Tourist-specific market segmentation.

Typology

Group tourists together on the basis of shared characteristics.

Methods of segmentation 2 type

1. Academic typologies

2. Classic market segmentation techniques

Importance of Typology

Increase our knowledge of consumer behavior in tourism.

Can help marketers make important decisions on product development

May form the basis of market segmentation techniques.

Might potentially, help to predict future trends in tourist behavior.

Academic typologies

People are tourists or travelers.

Tourist someone who buys a package from a tour operator.

Traveler the person who makes their own independent arrangements for their vacation

Sharpley, 1994

Tourist & Travel

Cohen (1972)

The organized mass tourist

who buys a package holiday to a popular destination travel around with a large group of other tourists, (beach sea sand)

The individual mass tourist

buys a looser package that allows more freedom (fly-drive holiday )

Cohen (1972) The explorer

makes his or her own travel arrangements consciously, to avoid contact with other tourists. (Explorers)

The drifter

tries to become accepted, as part of the local community. Drifters have no planned itinerary and choose destinations and accommodation on a whim.

Cohen (1972)

The organized The individual

mass tourist mass tourist

The explorer The drifter

Plog (1977) Directly link personality traits with tourist behavior.

1. Psychocentrics

were less adventurous, inward-looking people.

They tend to prefer the familiar and have a preference for resorts which are already popular.

2. Allocentrics

are outward-looking people who like to take risks and seek more adventurous holidays.

Plog (1977)

Cohen (1979)

• The recreational tourist, for whom the emphasis is on physical recreation

• The diversionary tourist, who seeks ways of forgetting their everyday life at home

• The experiential tourist, who looks for authentic experiences

• The experimental tourist, whose the main desire is to be in contact with local people

• The existential tourist, who wants to become totally immerse in the culture and lifestyles of the vacation destination.

Gallup and American Express (1989)

1. Adventurers who are independent and confident and like to try new

activities.

2. Worriers who worry about the stress of travel and their safety and

security while on holiday.

3. Dreamers who are fascinated by the idea of travel and they read and

talk a lot about their travel experiences and different destinations.

Gallup and American Express (1989)

4. Economizers who simply see travel as a routine opportunity for

relaxation as such they want to enjoy holidays at the lowest possible price.

5. Indulgers who want to be pampered when they are on holiday,

pay for higher level

Comparison of typologies

Most of the typologies attempt to group tourists together on the basis of :

1. Destinations

2. Activities while on holiday

3. Independent travel – versus

Package holiday

The marketing applications of typologies

Typologies not developed with marketing in mind

and have a potential role to play in tourism marketing.

Example…

‘travelers’ want to be convinced that the holiday they may buy is

not the type of ‘package’ bought by ‘tourists’

The marketing applications of

typologies

Perreault, Dorden and Dorden’s

‘budget travellers’

need to be told that their prospective holiday package represents good value for money.

•Plog’s

‘allocentrics’ need to have the adventurous aspect of a product

highlighted for them.

Classic market segmentation criteria

1. Geographical segmentation

2. Demographic segmentation

3. Socioeconomic segmentation

4. Psychographic segmentation

5. Behavioristic segmentation

Geographical segmentation Based on geographical factors.

Widely used in tourism

1. Tour operators consider where their clients live when deciding

2. Which departure airports to offer flights from.

3. Airlines develop their routes on the basis of geographical patterns of demand.

Geographical segmentation 4. An assumption is made that people from

cool northern climates will often show a preference for warmer southern climates when selecting their holiday destinations.

5. The desire of urban dwellers to visit rural locations for leisure, as a contrast with their everyday environment.

Demographic segmentation Based on the demographic factors.

Particularly popular in tourism.

1. Age some tour operators

2. Sex conference partner programs base their market on gendered stereotypes

3. Religion this is clearly at the heart of the pilgrimage market

Socioeconomic segmentation Based on socioeconomic variables.

based on the JICNAR’s classification.

The case of the UK

Theme park market is an example of the latter, with museums and opera performances being typical of the former

Museum & Alton Tower in England

Phsycographic Segmentation Based on the idea that the lifestyles, attitudes,

opinions and personalities of people determine their behavior as consumers.

more modern approach than the other.

1. Health farms and spas target their marketing at consumers who aspire to lead a healthy lifestyle.

Psychographic Segmentation 2. People who are environmentally aware

and whose lifestyle is influenced by environmental concerns are a good target market for conservation holidays.

3. Hedonistic sun, sand, sea and sex holidays are usually targeted at extrovert people

Behaviouristic segmentation Consumer - relationship with a particular product.

1. Airline frequent flyer programes (FFPs)

are aimed at regular users to increase loyalty to the product.

2. Hotels and Airlines stress the quality of their service.

3. Budget tour operators, airlines and hotel chains promote services to consumers whose main ‘benefit sought’ is economy.

Tourism-specific methods of segmentation

Middleton and Clarke (2001) six ways of segmenting markets in travel and tourism

1. Purpose of travel.

2. Buyer needs, motivations, and benefits sought.

3. Buyer and user characteristics.

4. Demographic, economic and geographic characteristics.

5. Psychographic characteristics.

6. Price.

1. Explain Academic typologies Plog (1977)

2. Explain Academic typologies Gallup and American Express (1989)

3. Explain Model of Consumer behavior Middleton and Clark (2001)

4. Explain different Tourist & Traveler

5. Explain advantage and disadvantage of Mode Andreson ,Model Nicosia , Model Solomon

6. Give definition and example Type of Tourism

7. Explain Motivator change over time

8. Explain Chronological Growth of Tourism in Europe, North America, Africa ,Middle East, Asia