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7/28/2019 4-Tourist Types (1)
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TYPES of TOURISTChapter Contents
I. Segmentation: By definition
II. Segmentation Methodsa) Segmentation by purpose
b) Psychographic (cognitive-normative)
c) Interactional
III. The Needs and Impacts of Different Types
of TouristsIV.Types of Tourists and Economic Policy of
Destinations
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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 andcontribution, thus formulate policy based on
behavioral orpsychological economics
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TOURIST TYPES
II. Segmentation Methods
I. Segmentation by Purpose:
(a)Recreational purposes (leisure)
(i) Holiday (ii) Health and Sports (iii) Religion VFR, Study
Holiday purposes include sunlust and wanderlust
(b)Business purposes
(i) Company Business (ii) Convention (iii) Sales trips (iv) Incentive trips
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TOURIST TYPES
II. 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 economicconstraints but Business Travelers are largelyinstitutionalized and limited by corporate economics.
Leisure traveldemand is more income and priceelastic thanbusiness travelers.
Incentive travel is specific and both Business and LeisureTravels
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TOURIST TYPES
II. Segmentation Methods
Types of Tourists by Purposes of Travel
Tourists and excursionists
Recreational Purposes Business Purposes
Holiday Health& Religion VFR Company BSport & study
Sunlust Conventions Sales trips
Wanderlust
Incentive trips
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TOURIST TYPES
II. Segmentation Methods
2. Psychographic Segmentation: usespsychological variables.
A limited number of traits which are important for
tourists: venturesomeness, hedonism, dogmatism,intellectualism.
These traits influence tourist activity or thepurchasing characteristics of tourists.
Stanley Plog developed a model to divide tourismmarkets based on theirventuresomeness:
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II. Segmentation Methods
2. Psychographic Segmentation(cont.)
* (a) Allocentric: highly venturesome;
make own travel arrangements, visit remote andunfamiliar destinations, learn local culture, andrarely 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), traveloften to familiar destinations culturally similar tohome, board in mass accommodation or, oftenrepeat visit.
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TOURIST TYPES
II. Segmentation Methods
3. Interactional Segmentation: to segmenttourists with respect to the effect on the tourismdestination.
(a) Explorer: small in numbers, virtually noconsumption of tourism products, negligibleeconomic impact
(b) Elite: relatively small number, price-inelasticdemand for very high quality products, maycause investment to follow into destinations.
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TOURIST TYPES
II. Segmentation Methods
3. Interactional segmentation (contd.)
(c) Hosted or second homers: constant travel demand, butboarded by hosts or in own accommodation, hence lowconsumption product, but cause increase in general local
expenditure(d) Individual: numerous, wide ranging travel, demandmaybe price-elastic, significant demand for domestic tourismproducts
(e) Mass-or charter: very numerous, sectors of the travelindustry wholly dependent on them, major impact and costsat destination, may cause significant investment indestination by generator owned business.
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Figure: Eric Cohens classification of tourist typologies
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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 Travel is constrained by school vacations, work
entitlements, climatic conditions
(c)Business Travel is influenced by the long term stability of
demand affected by economic cycle in Tourist Generating
Regions.
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TOURIST TYPES
III. The Needs and Impacts of Different Types of Tourists
3. Repeat visiting & Marketing Costs:
(a) The psycho-centric tourists and secondhome owners are most likely to repeat a visit
to a destination. Because they are willing tovisit familiar destinations
(b) Cruise passengers exhibit high repeat
purchasing (because of strong brand loyalty)
(c) Repeat visiting decreases tourismmarketing costs.
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TOURIST TYPES
IV. The Type of Tourists and Economic Policy of
Destinations
To maximize economic profits we need to:
1. to identify discrete tourist market segments
2. to assess the stability and demand patterns ofeach 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
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End of Slides
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