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“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Chapter 1 “Introduction to Tourism Marketing”
Chapter 9 “Channels of Tourism Distribution”
Chapter 8 “Policies of Tourism Price”
Chapter 7 “Policies of Tourism Product”
Chapter 6 “Segmentation of Tourism Marketing”
Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation”
Chapter 4 “Impacted Factors of Tourist Behaviors”
Chapter 3 “Environment of Tourism Marketing”
Chapter 2 “Investigation of Tourism Marketing Survey”
Chapter 11 “Management of Tourism Marketing”
Chapter 10 “Policies of Tourism Marketing”
Chapter 2 “Investigation of Tourism Marketing Survey”
Chapter 6 “Segmentation of Tourism Marketing”
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Lecture 6:
Segmentation of Tourism Market
Objectives
Summary
Key Concepts
Exercises
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
To understand the segmentations
of tourism market
To study the choices of
tourism targeting market
To grasp the positioning of
tourism market
Objectives
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 1: Segmentation of Tourism Market
Section 2: Selection of Tourism Targeting Market
Section 3: Positioning of Tourism Targeting Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 1:Segmentation of Tourism Marketing
Developing Course of
Segmentation of Tourism Market
Mass Marketing Stage 1
Differentiated Marketing Stage 2
Targeting Market Marketing Stage 3
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Steps of Segmentation of Tourist Market ,
Selection of Targeting Market and Market Positioning
Marketing
Positioning
Evaluate
appropriate
position for each
target market
segmentation
Ensure complementary
of position
Measure positioning
from consumer
perspective
Coordinate marketing
mix for each segment
Market Target
Assessment of
market
attractiveness
Evaluation of
company’s ability to
meet market
requirements
Selection of target
market segments
Market
Segmentation
Criteria for
segmentation
Typologies and
profiles: need
Creation of robust
database
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 1: Segmentation of Tourist Market
Developing Course of
Segmentation of Tourism Market
General Method of
Segmentation of Tourism Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Different Segmentation of Tourism Market
2 1
3 1
3 1
A B
A B
A B
1A
1A
3A
2B
3B
· ·
· ·
· ·
· ·
· ·
· ·
a. By
no
segmen
tation
b.
by
ful
l
se
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m
en
tat
io
n
c.
by
inco
me
e.
By
age-
inco
me
d.
By
ag
e
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 1:Segmentation of Tourism Marketing
Developing course of
Segmentation of Tourism Market
Tourism Market , Segmented Market
and De-saturated Market
General Method of
Segmentation of Tourism Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Tourism Market , Segmented Market
and De-saturated Market
2 1
3 1
3 1
A B
A B
A B
1A
1A
3A
2B
3B
· ·
· ·
· ·
· ·
· ·
· ·
a.
By no
segment
ation
b.
by
ful
l
seg
me
nta
tio
n
c.
b
y
inco
me e By
ag
e-
inco
m
e d.
By
ag
e
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 1: Segmentation of Tourism Marketing
Developing Course of
Segmentation of Tourism Market
Models of Segmentation of Tourism Market
Tourism market , Segmented Market
and De-saturated Market
General Method of
Segmentation of Tourism Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Demonstration of Preferences
of Basic Tourism Market
.. ..
.. ..
.. .. ..
. . . . .
to
uri
st
pr
od
uc
t
tou
ris
t
pr
od
uct
tou
ris
t
pr
od
uct
a. Homogeneity
Preferring
b. Spreading
Preferring
c. Collection
Preferring
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 1:Segmentation of Tourism Marketing
Process of
Investigating
Process of
Describing
Process of
Analyzing
Developing Course of
Segmentation of Tourism Market
Models of Segmentation
of Tourism Market
Tourism Market , Segmented Market
and De-saturated market
General Method of
Segmentation of Tourism Market
Process of Segmentation
of Tourism Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 1:Segmentation of Tourism Marketing
Developing Course of
Segmentation of Tourism Market
Models of Segmentation of Tourism Market
Tourism Market , Segmented Market
and De-saturated Market
General Method of
Segmentation of Tourism Market
Process of Segmentation of Tourism Market
Basis of Segmentation of Tourism Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Main Variable of Segmentation of Tourism Market
Variables Typical Types
1.
Geographical
viable
.
Regional viable
Europe, America, Africa, Ocean, North-eastern Asia, South-
eastern Asia, Western Asia
.
City scale
viable
10000 persons and under; 10000-19999 persons；20000-49999
persons ；50000-99999 persons ，100000-249999 persons ；250000-499999 persons ：500000-999999 persons ，1000000-
3999999 persons ；4000000 persons and over
.
Density viable City; rural; village
.
Climate viable Tropic; Sub-tropic; temperate zone
Geographic Segmentation
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
旅游市场细分的主要变量
Main variable of segmentation of tourism market Viable classical types
2.Population variables
age 6 years old and under; 6-11 yeas old; 12-20 years old; 21-30 years old; 31-40 years old; 41-50 years old;
51-60 years old; 61 years old and over
gender male; female
family scale 1-2 persons; 3-4 persons; 5-7 persons, 8 persons and over
family types middle class family, small developed family, largely developed family
Family life cycle
Youth, single; youth, married, no child; youth , married with child of 6 years old and under; youth,
married with child of over 6 years old; old, single; old, married with no child; old, married with child
of over 18 years old, etc.
家
Family monthly
income
1000 dollars and under; 1001-2500 dollars; 2501-4000 dollars; 4001-5500 dollars; 5501-7000 dollars;
7001-10000 dollars; 10000 dollars and over
profession Technician; manager, official and owner; clerk; salesman; peasant; student; housewife; server; retired-
man; unemployed man
education Primary school and under, middle school, technician school, university, graduat
religion Buddhism, Catholicism, Hinduism, Muslim, Protestantism, Taoism, Others, no religions.
nationality Chinese, Filipino, Hindu, Japanese, Malayan, Thai, others
nation China, India, Indonisia, Japan, Malaysia, Philipines, Singapore, Thailand, etc.
Demographic Segmentation
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Demographic Segmentation
Category Profile Examples
Young children
(4-11) Parents influenced by desires of small
children Legoland, Denmaric
The World of Disney. Florida
Young people
(11-18) Adventure holidays but with parental
approval, guidance PGL Activity Holidays
Youth Hostels Association
Young couples/
groups/solos
(18-30)
Good fun, flexible, fast paced holidays,
including adventure Club 18-30
Inter Rail
Family holidays
(25-50 with
younger children)
Children are the key to the holiday;
activities and relaxation Butlins and Pontins
Center Paics
Disney World
Empty nester
holidays
(45-60)
Active ex parents - discovering new
tourism destinations, pastimes without
children
Cruise market such as P&0 Cruises or
Celebrity Cruises
Senior citizens
(55+) Older people, singles and couples,
seeking holidays which include culture,
but not paced itineraries
Saga Holidays, UK
Elderhostel. USA
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Booking by way of
family, friends or
local independent
travel agencies
Booking via main
street travel agents
Booking direct via
tour operators
Booking direct from
home/office with
individual supplies
Booking direct by
Internet/email
2.5% 13.5% 34% 34% 16%
Innovators
Early
adopters
Early
majority Late
majority
Laggards
Adoption of Tourism Offerings:
Speed of Diffusion into the Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Main Variable of Segmentation of Tourism Market
Variables Typical Types
3.
Psycological
variable
Social level
Under layer; middle layer, upper layer
Life style
Change, involvement, freedom, stability
personality
Impulsion, aggression, society, rightism, self-esteem
Psychological
Segmentation
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Main Variable of Segmentation of Tourism Market
Variables Typical Types
Behavior viable
chance ordinary chance, special chance
persuing
benefit
convenient, economical, easy to travel
position of
travelig
Un-travelers, ever travelers, potential travelers, first-visit travelers, usual
travelers
tour ratio No tour, few tour, middle often tour, often tour
degree of
loyalty
no, middle, strong, absolute
preparation No understand, understand, familiar, interested, want to travel, plan to travel
Attitude to
product
Passion, affirmation, unconcerned, denial, hostile
Behavior Segmentation
…… Further Segmentation
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 1: segmentation of tourism market
Developing Course of
Segmentation of Tourism Market
Models of Segmentation
of Tourism Market
Tourism Market , Segmented Market
and De-saturated Market
General Method of
Segmentation of Tourism Market
Process of Segmentation
of Tourism Market
Basis of Segmentation
of Tourism Market
Conditions of Effective Segmentation
of Tourism Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Conditions of Effective
Tourist Segmentation
Substantial
Measurable
Accessible
Identifiable
Actionable
Cohesive
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 1: segmentation of tourism market
Developing Course of
Segmentation of Tourism Market
Models of Segmentation
of Tourism Market
Tourism Market , Segmented Market
and De-saturated Market
General Method of
Segmentation of Tourism Market
Process of Segmentation
of Tourism Market
Basis of Segmentation
of Tourism Market
Conditions of Effective Segmentation
of Tourism Market
Methods of Segmentation
of Tourism Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Methods of Segmentation
of Tourism Market
Method of Series Variable
Method of Comprehensive
Variable
Method of Sole Variable
……
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
The Method of Series Variable
in Segmentation of Tourism Market
Age Incom
e
Educatio
n
Marriage Interest
s
Motivatio
n
Gende
r
baby
child
youth
Midd
le age
Old
age
famal
e
male
prim
ary
schoo
l middl
e
schoo
l colleg
e
unive
rsity
gradu
ate
beaux
-arts
music
litera
ture
art
scienc
e
leisur
e
busin
ess
sights
eeing
single
marri
age
divor
ce
wido
w
middl
e
low
high
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 2: Selection of Tourism Targeting Market
Evaluation of Segmentation
of Tourism Market
Scale and Prospect of
Segmented Market
Attraction of Structure of
Segmented Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Attraction of Structure
of Segmented Market
Competitors
of Craft
Brothers
(segmentation
competition)
Provider
(argy-bargy
ability)
Potential
Competitive
Threat
Threat from
Substitute
Product
Buyer
(argy-bargy
ability)
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 2: Selection of Tourism Targeting Market
Evaluation of Segmentation
of Tourism Market
Scale and Prospect
of Segmented Market
Attraction of Structure
of Segmented Market
Goal and Resources
of Traveling Enterprises
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Barrier and Profitability Rate of Tourism Products
Low and risk
return
High and stable
return
High and risk
return
Law and stable
return
冒险 stabl
e
e
nt
er
recede low
hig
h
Colleague Competitors
Travelers
Substitute Products
Potential Competitive Joiner
Tourist Suppliers
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 2: selection of tourism targeting market
Evaluation of Segmentation
of Tourism Market
Selection of Tourism Targeting Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Models of Selection of Tourism Targeting Market
M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3
P1 P1 P1 P1 P1
P2 P2 P2 P2 P2
P3 P3 P3 P3 P3
Single & focus selected market product full-cover
Notes: P---tourist product M—Tourist target market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Different market strategy selection of
segmentation of tourism market
tourist market
segmentation1
tourist market
segmentation2
tourist market
segmentation3
tourist
marketing
combination
Concentrated Segmentation
tourist marketing
combination1
tourist marketing
combination2
tourist marketing
combination2
tourist market
segmentation1
tourist market
segmentation2
tourist market
segmentation3
Differentiated Segmentation
tourist
marketing
combination
Tourism
market
Undifferentiated Segmentation
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 2: Selection of Tourism Targeting Market
Evaluation of Segmentation of
Tourism Market
Selection of Tourism
Targeting Market
Evaluation and Selection
of Other Factors of Tourism Segmented Market
Moral Standard of Selection of
Tourist Targeting Market
Interrelation between
Tourist Segmented Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Segmentation of Tourism Market ＆Super Market Segmentation
tour
ist
line
s or
pro
duct
segm
emat
ion1
segm
emat
ion2
segm
emat
ion3
segm
emat
ion5
segm
emat
ion5
segm
emat
ion6
segm
emat
ion7
segm
emat
ion8
segm
emat
ion9
segm
emat
ion10
segm
emat
ion11
segm
emat
ion
……
tourist market
segmemation1
super segmemation1
segm
emat
ion1
super
segmema
tion2
Tourist market
super
segmemation3
Tourist market super
segmemation5
Touri
st
mark
et
supe
r
segm
emat
ion4
tour
ist
line
s or
pro
duct
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 3: Positioning of Tourism Targeting Market
Basic Concept of Positioning of
Tourism Market
Meanings
Significance
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 3: Positioning of Tourism Targeting Market
Theory Basis of Positioning
of Tourism Market
Basic concept of
Positioning of tourism market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Process and Principle of Tourists’ Market Positioning
Sense
apparat
us
sense perceiv
e
need motivat
ion
behavio
r position
makeup constitu
te
explain choose
affected
factor
continuous
adjust
N（bad）
Y
（good）
subjective
factor
objective
factor
feeling
factor quality
factor
other
factors
Limited Principle
Sorting Principle
Primary Principle
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 3: Positioning of Tourism Targeting Market
Theory Basis of Positioning
of Tourism Market
Methods and Steps of
Positioning of Tourism Market
Basic Concept of Positioning
of Tourism Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Methods and Steps of
Positioning of Tourism Market
Steps Confirmation of Potential
Competitive Advantages
Accurate Selection of
Competitive Advantages
Effective and Accurate Dissemination of
Enterprise's Positioning Ideas to Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Methods and Steps of
Positioning of Tourism Market
Steps
Positioning according to
product benefit
Positioning according to
the tourists’ habitual view
Positioning according to
product use or service content
Positioning according to
the price and the quality
Positioning according to
product characteristic
Positioning according to
competition
Positioning according to
combination
Methods
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Figure of Tourist Service Level and Price Positioning
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Positioning Figure for Hotel Positioning by Multi-attributes
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 3: Positioning of Tourism Targeting Market
Theory Basis of Positioning
of Tourism Market
Basic Concept of Positioning
of Tourism Market
Market Positioning of
Traveling Product
Basic Concept of Positioning
of Tourism Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Total Value of Traveling Product or Service
Values Sources
Value of
Product Itself
to come from features of produce usage
Service Value
to come from service when buying
Image Value
to come from social image standing by product
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Cost Paid by Tourists
Costs Contents
Money
Cost
price of product
Time
Cost
to spend time to understand product by travelers
Spirit
Cost
to spend spirit and physical force when buying product by
travelers
Psycholo
gical
Cost
to produce psychological fatigue when travelers buy products and
communicate with salesman
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Market Positioning
of traveling product
Physical Nature
Service differences
Clerk Differences
Geographical Differences
Enterprise Image Differences
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 3: Positioning of Tourism Targeting Market
Positioning Strategy of
Tourism Market
Theory Basis of Positioning
of Tourism Market
Methods and Steps of
Positioning of Tourism Market
Market Positioning of
Traveling Product
Basic Concept of Positioning
of Tourism Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Positioning Strategy
of Tourism Market
Positioning Policies
of Tourist Product Marketing
To clearly know target market
To know demand of tourist
products for travelers
To base on tourist products
as itself advantages
To identify & communicate tourist
product market positioning
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Positioning Strategy
of Tourism Market
Positioning Strategy
of Marketing of Tourism Products
Positioning Strategy
of Marketing of Tourism Service
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Market Positioning of Strategy Matrix of
Tourism Product and Service
Product
nature
Ability of
difference
constitution
high
low
B.
To increase features of
product by company so as to
improve satisfaction of
travelers
A.
to use price as the basic
competitive means by
company
B.
to increase service so as to
improve satisfaction of
travelers by company
D. to increase features & service
of product so as to set up long-
term fellowship relationship
Orientation of
Tourist Price Orientation of
Tourist Service
Orientation of
Tourist Relationship
Orientation of
Tourist Product
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Location strategy of
tourism market
Positioning Strategy
of Marketing of Tourism Products
Positioning Strategy
of Marketing of Tourism Service
Suitable Positioning
Competition Advantages
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Suitable Positioning
Competition Advantages
Communication of
Market Positioning
Difference of
Publicized Contents
Difference of Publicized Types
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Segmentation of Tourism Market
Selection of Tourism Targeting Market
Positioning of Tourism Targeting Market
Summary
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Key Concepts
Segmentation of Tourism Market
Tourism Targeting Market
Positioning of Tourism Market
“Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
