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why do we segment the tourism market

Tara Farina Srihadi, B. App. Sc. , M. Sc. University of Technology Sydney, AUSTRALIA, 1981
University of Technology Sydney, AUSTRALIA 1983 (Marketing) at Bina Nusantara University. She joined the Bina Nusantara University as a lecturer in 2005, after previously pursued her career in manufacturing industries. She teaches Marketing Management subjects to students in Marketing Management and Tourism Management. Her research interest is related to the study of Tourism Management. She did researches on tourism in Jakarta, the capital city of Indonesia, which also becomes the requirement in completing the doctoral degree program. Tara Farina Srihadi is a doctoral student in Business Management at Bogor Agricultural University in Indonesia.


She is a senior lecturer in School of Business and Management (Marketing) at Bina Nusantara University. She joined the Bina Nusantara University as a lecturer in 2005, after previously pursued her career in automotive manufacturing industries. She teaches Marketing Management subjects to students in Marketing Management and Tourism Management. Her research interest is related to the study of Tourism Management. Her research focuses on tourism in Jakarta, the capital city of Indonesia, which also becomes the requirement in completing the doctoral degree study. For tourism destinations, hotel and travel brands and resort developers, itвs difficult to market across entire generations of Millennials, Boomers, Affluents, or International Travelers.


For example, despite media noise about Millennial traits and desires, Millennial travelers are a breed quite apart from their generation in general. More effective, then, is to identify psychographic segments в types of travelers who, regardless of age or gender, share similar travel, interest and spending patterns. By approaching marketing from a psychological profile, destination marketing organizations and travel and tourism companies can focus on the appropriate types of marketing and messages that appeal to these segments.


It also helps destinations, hospitality and travel companies determine which segment is the best match for their product to begin with. Segmentation analysis often shows that the best opportunity for your destination isnвt always what youвd expect. Thatвs why Resonance Consultancy developed an approach to segmentation analysis specifically designed to better understand the mindsets of U. S. travelers. Our research algorithm identifies five segments of travelers в Sophisticated Explorers, All-in Enthusiasts, Active Adventurers, Occasional Convenience Travelers and Family-Oriented Frugals в using a behavioral and attitudinal segmentation with three main inputs: 1.


Most important factors when deciding on a vacation destination 2. Activities enjoyed while on vacation; and 3. General attitudes towards vacations Weвve applied this algorithm to our own research, which is available for. Weвve also applied it to many of our recent studies for destination and hotel clients to help them understand their own customer base better and use the information to inform their development and marketing strategies for the future. To learn more about how our approach to consumer research and segmentation analysis can be used to help you gain better insight into what your customers want, need, and how best to communicate with them,.

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