Table of Content
As millions more travel abroad each year, the competition to attract these visitors becomes ever fiercer. Yet the money spent by destinations on capturing their interest can be easily wasted if not properly channeled according to a comprehensive new report on tourism market segmentation. Market segmentation is crucial in making sure that national resources are used in the most effective way. Everything they do media selection, destination positioning, branding, editorial, visuals, etc. revolves around the segments that have been identified as the most important. This is why monitoring and managing a portfolio of target segments that meet a destinations tourism objectives has become a critical function.
The evolution of information technology has enabled collection and storage of huge amounts of data. With the entrance of each tourist, huge amount of data is generated in immigration department each day. As price of data storage are going reducing and processing power are going affordable, we can implement various visualization tools in order to find the similar characteristic group.
Segmentation is the process of finding small group bearing similar behavior
characteristics. It may be based on geographical, demographical, sychographic
or behavioristic. Since tourism industry are keen to implementing tourist centric enterprise, they are named with various data segmentation tools.
The effective segmentation project consists of several phases.