THE SEGMENTATIONIN THE TOURISM

MARKET

Isabel Mª Cabrera MartínezMónica Gómez Lanchas

1º GIAT A

IN SPAIN EXIT AN IMPORTANT AND

HETEROGENEOUS TOURISM

The differents segments in spanishtourism

Sun and Beach tourism

Cultural tourism

Religious tourism Sport tourism

Gastonomic tourism

Ethnographic tourism

Tusiness tourism

Health tourism

White tourism Rural tourism

Natural tourism

Adventure tourism

To make an effective segmentationwe must the following steps

Identify: The tourism sector must correctly identifydifferent segments of market to adapt its consumeroffer and advance of the competition.

Pick out: The tourist sector should choose thesegments that can provide greater benefits andthose segments that are more compatible and canbenefit from the services offered. (A great example isthe sun and beach tourism in Spain, the spanishtourism sector has been able to select theirconsumers and offer them specific products to theirtastes and needs).

Apply: The tourism sector has to adapt to the needsand adapt the product to the consumer. For thisreason the tourism sector must apply new trendsand tools such as the Internet to reach theircustomers and ofertarles the product you are lookingfor and want.

Check: Check our analysis and selection of eachsegment is correct and can be adapted to ourproduct in order to achieve the greatest profits andsales.

The tourims market use 4 variables

AGEIn the graph we can see the different ages of the tourists who travel to ourcountry. Depending on the age make a kind of vacation or other like hisexpense.From 16-30 years normally travel cheaply.30 to 55 years: search for travel pack covering all their needs ..From 55-75: people of this age travel with trips organized through agenciessuch as the IMSERO.

PORPOUSEWe can see that the

most of tourists coming to our

country and Spanishtravellers traveloutside the main

purpose is leisure,recreation and

holidays. Peopletravel to see new

places anddisconnect from

work and routine.

NATIONALITYThe main tourists coming to our country come from the UK, Germany and France.While Spanish tourists traveling to France, Portugal and Italy.

LIFESYLEIn our society we find different lifestyles making the tourist trip by differentinterests.

Such as seeking contact with nature, enjoy a hobby, enjoy new gastronomias,meet a new spaces, etc.

What are the requeriments use in agood segmentation?

Measurable: The segmetation needs use numerical terms to measure andshow the results of marketing plan.

Substantial: When a product throw we have in realise the caracteristic andsize for the people. Because we need create a sufficiently big segment forobtain a good results.

Accesible: Is the selection and research of specific customer group.

Defenseible: A efective segmentation should have safety in theorganitation and in that way the can defended to their competitors.

Homogeneous:Segmentation clasify should be different bettbettewn and similar, so that inside each segmentation people should behomogeneous.

Durable: The tourist industry needs durable segmentation to avoid the fads.

Compatible: We must be sure that the target market don´t cause problemswith other sectors.

Competitive: We found the segmentation that linked well with the features,neecessity, interest, aim, etc.

Examples of Eight Criteria for EffectiveSegmentation

Products ExamplesBenidorm and IMSERSO:

specific product forwholesale, cheap and out

of season people.

Marbella specific productfor tourists with high

economy in any season.

Ortigueira: Specificproduct for the young

sector of low economy ona specific date.

Why is important create agood segmenation?

We need to do good segmentation for offersan specific product and own products foreather person. Marketing looking for createproducts measurement for eather segment. Wecan not offer the same product to a youngpeople that a senior people.

Why is important createa good segmentation inthe spanish tourism?

In Spain very heterogeneousturism exists, for this reason isnecessary to do a correct andadecuate segmentation, in other tooffer each tourist what they look forin their travel. Spain looking forthat all these tourist will becomfortable and realise what theywant to do in their holidays, in thatway they come back.

The higher values segmentsin spanish tourism Sun and beach: Spain is a country

that has 7,905 km of coastline and iswell situated in a Mediterraneanclimate region. For this reason Spainwas able to exploit its beaches andcreating hostels and spaces to specificservices for tourists looking to relaxand enjoy the Mediterranean climate.

Gastronomy: The Mediterranean dietis rich and nutritious. Many touristsknow our country for certain productsand this makes meals has increased thenumber of tourists who come to enjoyspaces characterized by its dishes suchas Granada and their tapas, Bilbao andtheir pintxos, Navarre and their wines,Valencia and their paella or Galiciaand their seafood.

Festivitys: This is a country with great festiva tradittion. More traditional customs attract tourists for being bold, different and ethnographic such as: Holy Week, failures, San fermin, carnivals, the corpus.En the last years also increased by Spain creating festivalsof music, art, gastronimicos... All this increases the visit to the country for a certain type of tourist.

Cultural: Spain is a country with a long historical tradition. Tourists canvisit a large number of natural, historical, industrial, intangible resources. For example: The Alhambra, Doñana National Park, The Museum of padro, Burgos Cathedral, and many other magical places that tourists can find anywhere in this beautiful country.

Business: Spain have an important business city like Madrid or Barcelonam where have numerous congres,political event,meeting,conferences and so on.This types of citys atract to diferrentfactories and to their workers.

Is more important create a good strategy for sell the tourist product, many businessoffert differents supplies and package for a concret segment. One example is allpromotions and advertising that make many hotels directed to families andchildren.

There are differents strategies aimed at attractingtourists

FOR BUSINESS

FOR YOUNG PEOPLE

FOR FAMILIES

FOR IMSERSO

Many companies make tour pack in certain dates such as Easter, in these packs theproduct through proper promotion, with an attractive advertaising for sold.

For young people we find:

One strategy for sold an importan product tourist in Spain like is wine, wecan find the following type to promotion them.

Instruments Turespaña promote throuth theirwebsite a travel to Mallorca.

Andalucia is a innovation tourist region. This region do differents strategiesand use news instruments for attract differents segmentation to the tourismmarket.Goods intruments use for Andalucia reflect the satisfaction that the touristhave when they arrived.We can see this in the following tables and also in the example:

Price:This is a cheaperevent,in that way atract to

costumer (8€!!)

Place:Jaén is a misteryand legendary city thanksto this have a lot of things

related to this event.

Promotion: Costumer canfind information indifferents ways like

facebook,newspaper,websites,etc.

Product: It´s a innovatorand curious event thatatract to a specically

costumers(youngs loversto terror)

It´s a appropiate product to the promotion to Jaén because is agarish event from a determinate consumer.This product will has agood position in the mind of the costumer because has been usecorrectly the marketing instruments for the cration and sold the

product.

The instruments of marketingFor each tourist segmentation the marketing use a particular instruments.

PRICE PLACE PRODUCT PROMOTION

PLACE PRODUCT PRICE PROMOTION

PLACE PROMOTION PRODUCT PRICE

What is the value of the instruments in eachtourist segment ?

SUN AND BEACH TOURISM: The price in the sun and beach tourism is related to a product sold by pack including hotels with various services in areas of Levantine and Andalusian coast. Promotion is through television and is increasing on Internet, these offers are also released before the highseason (summer).

CULTURAL TOURISM: Spain has many cultural products by all the territory, highlighting places like Catalonia, Madrid and Valencia. Internet and television are used over the year to show these places to the world, but increases its summer promotion. Generally are made in these tourist townspack an affordable cost with which you can see the most important monuments and museums.

GASTRONOMY TOURISM: The gastronomic product in Spain is varied and generally relate to the wine, in places like Navarra. Offer routes, tastings and different activities along the year through Internet and ads the Autonomous Communities with different prices for a specific audience.

FESTIVAL TOURISM: Spain is a place with many traditions and festivities throughout the year, such as the Carnival of Cadiz or Easter of Castilla y León. There are numerous companies that make pack that facilitate travel,stay and activities in these places, usually these services are affordable and comfortable.

BUSINESS TOURISM: Our country offers a number of tourist trips to this tourist segment because there are big cities that are powers in business tourism as Barcelona, Madrid and Bilbao. the price related to this normally high and tourism is promoted through conferences, public relation...