1 / 14

TYPES of TOURIST Chapter Contents

TYPES of TOURIST Chapter Contents. I. Segmentation: By d efinition II. Segmentation Methods Segmentation by purpose Psychographic ( cognitive-normative ) Interactional III. The Needs and Impacts of Different T ypes of Tourists

adair
Download Presentation

TYPES of TOURIST Chapter Contents

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. TYPES of TOURIST Chapter Contents I.Segmentation: By definition II.Segmentation Methods • Segmentation by purpose • Psychographic (cognitive-normative) • Interactional III.The Needs and Impacts of Different Types of Tourists IV.Types of Tourists and Economic Policy of Destinations

  2. 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 and contribution, thus formulate policy based on behavioral or psychological economics

  3. TOURIST TYPESII. Segmentation Methods • I. Segmentation by Purpose: (a)Recreational purposes (leisure) (1) Holiday (2) Health and Sports (3) Religion VFR, Study Holiday purposes include sunlust and wanderlust (b)Business purposes (i) CompanyBusiness (ii) Convention (iii) Sales trips (iv) Incentive trips

  4. TOURIST TYPESII. Segmentation Methods 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 economic constraints but Business Travelers are largely institutionalized and limited by corporate economics. • Leisure traveldemand is more income and priceelastic than business travelers. • Incentive travel is specific and both BusinessandLeisure Travels

  5. TOURIST TYPESII. Segmentation MethodsTypes of Tourists by Purposes of Travel Tourists and excursionists Recreational PurposesBusiness Purposes Holiday Health& Religion VFR Company B Sport & study SunlustConventions Sales trips Wanderlust Incentive trips

  6. TOURIST TYPESII. Segmentation Methods • 2. Psychographic Segmentation: uses psychological variables. • A limited number of traits which are important for tourists: venturesomeness, hedonism, dogmatism, intellectualism. • These traits influence tourist activity or the purchasing characteristics of tourists. • Stanley Plog developed a model to divide tourism markets based on their venturesomeness:

  7. II. Segmentation Methods • 2. Psychographic Segmentation(cont.) * (a) Allocentric: highly venturesome; make own travel arrangements, visit remote and unfamiliar destinations, learn local culture, and rarely 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), travel often to familiar destinations culturally similar to home, board in mass accommodation or, often repeat visit.

  8. TOURIST TYPESII. Segmentation Methods • 3. Interactional Segmentation: to segment tourists with respect to the effect on the tourism destination. (a) Explorer: small in numbers, virtually no consumption of tourism products, negligible economic impact (b) Elite: relatively small number, price-inelastic demand for very high quality products, may cause investment to follow into destinations.

  9. TOURIST TYPESII. Segmentation Methods • 3. Interactional segmentation (contd.) (c) Hosted or second homers: constant travel demand, but boarded by hosts or in own accommodation, hence low consumption product, but cause increase in general local expenditure (d) Individual: numerous, wide ranging travel, demand maybe price-elastic, significant demand for domestic tourism products (e) Mass-or charter: very numerous, sectors of the travel industry wholly dependent on them, major impact and costs at destination, may cause significant investment in destination by generator owned business.

  10. Figure:Eric Cohen’s classification of tourist typologies

  11. 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 Travelis constrained by school vacations, work entitlements, climatic conditions (c)Business Travelis influenced by the long term stability of demand affected by economic cycle in Tourist Generating Regions.

  12. TOURIST TYPESIII. The Needs and Impacts of Different Types of Tourists 3. Repeat visiting & Marketing Costs: (a) The psycho-centric tourists and second home owners are most likely to repeat a visit to a destination. Because they are willing to visit familiar destinations (b) Cruise passengers exhibit high repeat purchasing (because of strong brand loyalty) (c) Repeat visiting decreases tourism marketing costs.

  13. TOURIST TYPESIV. The Type of Tourists and Economic Policy of Destinations • To maximize economic profits we need to: 1. to identifydiscrete tourist market segments 2. to assess the stability and demand patterns of each 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

  14. End of Slides

More Related