“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing” Department of Tourism, Fudan University, Shanghai, China, 2009 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”
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Chapter 1 “Introduction to Tourism Marketing” Chapter ... · in Segmentation of Tourism Market Age Incom e Educatio n Marriage Interest s Motivatio n Gende r baby child youth
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“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
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”
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
Lecture 6:
Segmentation of Tourism Market
Objectives
Summary
Key Concepts
Exercises
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
To understand the segmentations
of tourism market
To study the choices of
tourism targeting market
To grasp the positioning of
tourism market
Objectives
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
Section 1: Segmentation of Tourism Market
Section 2: Selection of Tourism Targeting Market
Section 3: Positioning of Tourism Targeting Market
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
Section 1:Segmentation of Tourism Marketing
Developing Course of
Segmentation of Tourism Market
Mass MarketingStage 1
Differentiated MarketingStage 2
Targeting Market MarketingStage 3
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
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
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
Section 1: Segmentation of Tourist Market
Developing Course of
Segmentation of Tourism Market
General Method of
Segmentation of Tourism Market
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
Different Segmentation of Tourism Market
21
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“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
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
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
Tourism Market , Segmented Market
and De-saturated Market
21
31
31
AB
AB
AB
1A
1A
3A
2B
3B
··
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a.
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b.
by
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“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
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
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
Demonstration of Preferences
of Basic Tourism Market
.. ..
.. ..
.. .. ..
. . . . .
to
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st
pr
od
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uct
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a.Homogeneity
Preferring
b.Spreading
Preferring
c.Collection
Preferring
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
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
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
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
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
“Theory of Tourism Marketing Management”, Chapter 6 “Segmentation of Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China, 2009
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岁以下;6-11岁;12-20岁;21-30岁;31-40岁;41-50岁;51-60岁;61岁以上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