旅游市場營銷4(存儲版)
【正文】 29 12 Principles of segmentation: 5. Substantial having to be sufficiently large to be worthwhile pursuing for mercial gain. 6. Actionable a match between resource level, mitment and achievability in terms of perating the defined market segment. any practical limitations encountered in reaching specific segment? 2023/3/29 13 Consumer segmentation : Two broad approaches of analysis: 1. By trip descriptors 2. By tourist descriptors —— by Smith short haul, long haul, visiting friends and relatives(VFR), etc. grey panthers, adventurerexplorers, etc. 2023/3/29 14 Consumer segmentation : Criteria and approaches monly used: a. Benefit segmentation —visitors seeking different benefits from tourism (education? entertainment? pastime? beach?) —place different emphasis of different aspects of provision (by conjoint analysis聯(lián)合分析法 : customers weight different features of a service) 2023/3/29 15 Consumer segmentation : Benefit segmentation in tourism ● Relaxation ● Health ● Fun and freedom ● Adventure and challenge ● Eroticism/sexual gratification ● Education (Culture vulture) ● Sun seeking ● Companionship ● Discovery 2023/3/29 16 b. Demographic segmentation人口統(tǒng)計 — primary variables: age, gender, family life cycle and ethnicity — young children, young people, young couples, family, empty nester, senior citizens Criteria and approaches monly used: 2023/3/29 17 Consumer segmentation : Main approaches: c. Geographic segmentation — according to geographical boundaries — segment markets into territorial regions with different propensities 2023/3/29 18 d. Geodemographics segmentation 地理人口 — according to the residential neighbourhoods — ACORN (A Classification of Residential Neighbourhoods), developed by the CACI Market Analysis Group in UK — sensus data, telephone ownship, etc. 2023/3/29 19 Consumer segmentation : e. Psychographic segmentation心理描繪 — according to generalized lifestyle profiles, socioeconomic and personality profiles — people having similar standards of ine and aspirations, but pletely different approaches to the lifestyle 2023/3/29 20 Consumer segmentation : f. Buyer behaviour segmentation — according to buying behavoiur — level of mitment, degree of purchase, level of repeat visitors, chronological sequence of purchase （ the theory of diffusion of innovation創(chuàng)新擴(kuò)散理論， by Rogers,196
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