Major Issues
When too many tourists visit a place.
Overtourism
Paid promotion using media like TV, social media, posters, and websites.
Advertising
Focuses on continuously improving product quality and features to outperform competitors, often leading to higher prices.
PRODUCT ORIENTATION
Sorts a market by elements such as age, education, household income, marital status, family size, race, gender, occupation, and nationality.
Demographic segmentation
The step that let you set clear goals for what the business wants to achieve.
Identify Business Objectives
Promotions are unrealistic or overly edited.
Misleading advertisements
Short-term offers to attract customers (discounts, promos, freebies).
Sales Promotion
Focuses on aggressively selling products to customers without necessarily considering their needs.
SALES ORIENTATION
Can be a subset of demographic segmentation, although it can also be a unique type of market segmentation in its own right.
Geographic segmentation
The step that lets you gather information about customers, trends, and competitors.
Gather information about customers, trends, and competitors.
Tourism activities that harm nature and our planet.
Environmental Damage
Direct communication with customers to convince them (face-to-face or online).
Personal Selling
Considers the impact of products and business practices on society and the environment while still aiming for profit.
SOCIETAL ORIENTATION
Similar to demographic segmentation, except that demographics look at individuals while this look at organizations
Firmographic segmentation
The step where you identify the specific group of people you want to reach.
Define Target Audience
When tourists may disrespect the local traditions.
Cultural Sensitivity
Building a good image through events, news, and public activities.
Public Relations
Focuses on understanding customer needs first and creating products or services based on those needs.
MARKET ORIENTATION
Divides markets by behaviors and decision-making patterns such as purchase, consumption, lifestyle, and usage. For instance, younger buyers may tend to purchase bottled body wash, while older consumer groups may lean towards soap bars.
Behavioral segmentation
The step where you choose how and where you will promote your product.
Select Marketing Strategies and Channels
When many destinations compete for tourists.
Strong Competition
Sending messages directly to customers (email, text, calls).
Direct Marketing
Focuses on mass production and low costs.
PRODUCTION ORIENTATION
Considers the psychological aspects of consumer behavior by dividing markets according to lifestyle, personality traits, values, opinions, and interests of consumers. .
Psychographic segmentation
The last step where you check results and improve your strategy.
Measure Performance and Optimize