engleski

Behavior as the basis for tourist market segmentation

The diversity and complexity of the needs of today’s tourists is indeed great, and the traditionally used basic variables for tourist market segmentation are often in its nature too general to bear any significant importance to marketing experts. They describe who the client is, but do not cover the basic reason why clients behave the way they do. Members of the same segment, either based on geographical or sociodemographic characteristics, may exhibit different marketing behavior for different reasons. Similarly, members of different segments might be asking for basically the same things from competing offers, and may therefore be successfully grouped together. In order for a segmentation scheme to be useful for marketing tourist management, it should strive not only to describe the differences between clients, but also to explain them. In this respect, segmentation based on behavior offers a better outcome. That is why this paper describes the types of tourist market segmentation based on behavior, such as: segmentation according to the occasion, according to the seeking of benefits, according to the status of the clients, according to the frequency of use, according to the readiness to purchase, according to loyalty, according to the inclination towards innovation, according to purchasing influences, according to the communication behavior, according to the usage of distribution channels, and according to the characteristics of the seeking of relationships. There is no one way of tourist market segmentation. Marketing researchers conducting research on this market must first individually examine various segmentation variables, and then examine them in combination, in hopes of finding the best way to view the market structure. Only such segmentation can serve as a good basis for choosing the target market, for positioning, and for creating an adequate marketing mix.

Tourist market segmentation, behavior, segmentation variables

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