Chapter 1 Introduction to Tourism Marketing. Chapter 2 Investigation of Tourism Marketing Survey. Chapter 3 Environment of Tourism Marketing

Transcription

1 Chapter 1 Introduction to Tourism Marketing Chapter 2 Investigation of Tourism Marketing Survey Chapter 3 Environment of Tourism Marketing Chapter 4 Impacted Factors of Tourist Behaviors Chapter 5 Tourist Behavior Modes and Decision-Making Evaluation Chapter 6 Segmentation of Tourism Marketing Chapter 7 Chapter 8 Chapter 9 Policies of Tourism Product Policies of Tourism Price Channels of Tourism Distribution Chapter 10 Policies of Tourism Marketing Chapter 11 Management of Tourism Marketing

2 Lecture 6: Segmentation of Tourism Market Objectives Summary Key Concepts Exercises

3 Objectives To understand the segmentations of tourism market To study the choices of tourism targeting market To grasp the positioning of tourism market

4 Section 1: Segmentation of Tourism Market Section 2: Selection of Tourism Targeting Market Section 3: Positioning of Tourism Targeting Market

5 Section 1:Segmentation of Tourism Marketing Developing Course of Segmentation of Tourism Market Stage 1 Mass Marketing Stage 2 Differentiated Marketing Stage 3 Targeting Market Marketing

6 Steps of Segmentation of Tourist Market, Selection of Targeting Market and Market Positioning Market Segmentation Criteria for segmentation Typologies and profiles: need Creation of robust database Market Target Assessment of market attractiveness Evaluation of company s ability to meet market requirements Selection of target market segments 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

7 Section 1: Segmentation of Tourist Market Developing Course of Segmentation of Tourism Market General Method of Segmentation of Tourism Market

8 c. by inco me d. By age e. By ageinco me Different Segmentation of Tourism Market a. By no segmen tation B A A B A B b. by ful l se g m en tat io n 1A 1A 3A 2B 3B

9 Section 1:Segmentation of Tourism Marketing Developing course of Segmentation of Tourism Market General Method of Segmentation of Tourism Market Tourism Market, Segmented Market and De-saturated Market

10 c. by incom e d. By age e By ageincom e Tourism Market, Segmented Market and De-saturated Market a. By no segment ation B A A B A B b. by ful l seg me nta tio n 1A 1A 3A 2B 3B

11 Section 1: Segmentation of Tourism Marketing Developing Course of Segmentation of Tourism Market General Method of Segmentation of Tourism Market Tourism market, Segmented Market and De-saturated Market Models of Segmentation of Tourism Market

12 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

13 Section 1:Segmentation of Tourism Marketing Developing Course of Segmentation of Tourism Market General Method of Segmentation of Tourism Market Tourism Market, Segmented Market and De-saturated market Models of Segmentation of Tourism Market Process of Segmentation of Tourism Market Process of Investigating Process of Analyzing Process of Describing

14 Section 1:Segmentation of Tourism Marketing Developing Course of Segmentation of Tourism Market General Method of Segmentation of Tourism Market Tourism Market, Segmented Market and De-saturated Market Models of Segmentation of Tourism Market Process of Segmentation of Tourism Market Basis of Segmentation of Tourism Market

15 Main Variable of Segmentation of Tourism Market Variables Typical Types 1. Geographical viable. Regional viable. City scale viable. Density viable. Climate viable Geographic Segmentation Europe, America, Africa, Ocean, North-eastern Asia, Southeastern Asia, Western Asia persons and under; persons; persons ; persons, persons ; persons : persons, persons ; persons and over City; rural; village Tropic; Sub-tropic; temperate zone

16 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 gender family scale family types Family life cycle 家 Family monthly income profession education religion nationality nation 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; years old; years old; years old; years old; years old; 61 years old and over male; female Demographic Segmentation 1-2 persons; 3-4 persons; 5-7 persons, 8 persons and over middle class family, small developed family, largely developed family 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 dollars and under; dollars; dollars; dollars; dollars; dollars; dollars and over Technician; manager, official and owner; clerk; salesman; peasant; student; housewife; server; retiredman; unemployed man Primary school and under, middle school, technician school, university, graduat Buddhism, Catholicism, Hinduism, Muslim, Protestantism, Taoism, Others, no religions. Chinese, Filipino, Hindu, Japanese, Malayan, Thai, others China, India, Indonisia, Japan, Malaysia, Philipines, Singapore, Thailand, etc.

17 Demographic Segmentation Category Profile Examples Young children (4-11) Young people (11-18) Young couples/ groups/solos (18-30) Family holidays (25-50 with younger children) Empty nester holidays (45-60) Senior citizens (55+) Parents influenced by desires of small children Adventure holidays but with parental approval, guidance Good fun, flexible, fast paced holidays, including adventure Children are the key to the holiday; activities and relaxation Active ex parents - discovering new tourism destinations, pastimes without children Older people, singles and couples, seeking holidays which include culture, but not paced itineraries Legoland, Denmaric The World of Disney. Florida PGL Activity Holidays Youth Hostels Association Club Inter Rail Butlins and Pontins Center Paics Disney World Cruise market such as P&0 Cruises or Celebrity Cruises Saga Holidays, UK Elderhostel. USA

18 Adoption of Tourism Offerings: Speed of Diffusion into the Market Early adopters Early majority Late majority Innovators Laggards 2.5% 13.5% 34% 34% 16% Booking direct by Internet/ Booking direct from home/office with individual supplies Booking direct via tour operators Booking via main street travel agents Booking by way of family, friends or local independent travel agencies

19 Main Variable of Segmentation of Tourism Market Variables Typical Types 3. Psycological variable Psychological Segmentation Social level Life style personality Under layer; middle layer, upper layer Change, involvement, freedom, stability Impulsion, aggression, society, rightism, self-esteem

20 Main Variable of Segmentation of Tourism Market Variables Typical Types Behavior viable chance persuing benefit position of travelig tour ratio degree of loyalty preparation Attitude to product ordinary chance, special chance convenient, economical, easy to travel Un-travelers, ever travelers, potential travelers, first-visit travelers, usual travelers No tour, few tour, middle often tour, often tour no, middle, strong, absolute Behavior Segmentation Further Segmentation No understand, understand, familiar, interested, want to travel, plan to travel Passion, affirmation, unconcerned, denial, hostile

21 Section 1: segmentation of tourism market Developing Course of Segmentation of Tourism Market General Method of Segmentation of Tourism Market Tourism Market, Segmented Market and De-saturated Market Models of Segmentation of Tourism Market Process of Segmentation of Tourism Market Basis of Segmentation of Tourism Market Conditions of Effective Segmentation of Tourism Market

22 Actionable Accessible Substantial Measurable Cohesive Identifiable Conditions of Effective Tourist Segmentation

23 Section 1: segmentation of tourism market Developing Course of Segmentation of Tourism Market General Method of Segmentation of Tourism Market Tourism Market, Segmented Market and De-saturated Market Models 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

24 Method of Series Variable Method of Comprehensive Variable Method of Sole Variable Methods of Segmentation of Tourism Market

25 The Method of Series Variable in Segmentation of Tourism Market Age Gende r Incom e Educatio n Marriage Interest s Motivatio n baby child youth Midd le age male famal e low middl e prim ary schoo middl l e schoo collegl e unive rsity single marri age divor ce beaux -arts music litera ture art leisur e busin ess Old age high gradu ate wido w scienc e sights eeing

26 实例 Cases 海洋国旅推出高档休闲新产品 New upscale leisure product promoted by Sea National Travel Agency 更多实例 Further cases

27 相关链接 Correlative Link 旅居团 现身山东老年旅游市场 更多链接

28 Section 1: Segmentation of Tourism Market Section 2: Selection of Tourism Targeting Market

29 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

30 Attraction of Structure of Segmented Market Provider (argy-bargy ability) Threat from Substitute Product Competitors of Craft Brothers (segmentation competition) Buyer (argy-bargy ability) Potential Competitive Threat

31 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

32 Barrier and Profitability Rate of Tourism Products low recede e nt er stabl e Law and stable return High and stable return Low and risk return High and risk return Colleague 冒险 Competitors Potential Competitive Joiner hig h Substitute Products Travelers Tourist Suppliers

33 Section 2: selection of tourism targeting market Evaluation of Segmentation of Tourism Market Selection of Tourism Targeting Market

34 Models of Selection of Tourism Targeting Market M 1 M 2 M 3 M 1 M 2 M 3 M 1 M 2 M 3 M 1 M 2 M 3 M 1 M 2 M 3 P 1 P 1 P 1 P 1 P 1 P 2 P 2 P 2 P 2 P 2 P 3 P 3 P 3 P 3 P 3 Single & focus selected market product full-cover Notes: P---tourist product M Tourist target market

35 Different market strategy selection of segmentation of tourism market tourist marketing combination Tourism market Undifferentiated Segmentation tourist marketing combination1 tourist marketing combination2 tourist marketing combination2 tourist market segmentation1 tourist market segmentation2 tourist market segmentation3 Differentiated Segmentation tourist marketing combination tourist market segmentation1 tourist market segmentation2 tourist market segmentation3 Concentrated Segmentation

36 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

37 Segmentation of Tourism Market &Super Market Segmentation tour ist line s or pro duct segm emat ion1 segm emat ion5 segm emat ion9 segm emat ion2 segm emat ion6 segm emat ion10 segm emat ion3 segm emat ion7 segm emat ion11 segm emat ion5 segm emat ion8 segm emat ion tour ist line s or pro duct segm emat ion1 super segmema tion2 Tourist market super segmemation3 Tourist market super segmemation5 Touri st mark et supe r segm emat ion4 tourist market segmemation1 super segmemation1

38 实例 Cases 与旅行社结盟的包机飞行 更多实例

39 相关链接 Correlative Link 更多旅行社转战商旅市场 更多链接

40 Section 1: Segmentation of Tourism Market Section 2: Selection of Tourism Targeting Market Section 3: Positioning of Tourism Targeting Market

41 Meanings Significance Basic Concept of Positioning of Tourism Market Section 3: Positioning of Tourism Targeting Market

42 Theory Basis of Positioning of Tourism Market Basic concept of Positioning of tourism market Section 3: Positioning of Tourism Targeting Market

43 Process and Principle of Tourists Market Positioning continuous adjust Limited Principle N(bad) Sense apparat us Sorting Principle sense perceiv e Y (good) need motivat ion behavio r position choose makeup constitu te explain Primary Principle affected factor subjective factor objective factor feeling factor quality factor other factors

44 Methods and Steps of Positioning of Tourism Market Theory Basis of Positioning of Tourism Market Basic Concept of Positioning of Tourism Market Section 3: Positioning of Tourism Targeting Market

45 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

46 Methods and Steps of Positioning of Tourism Market Steps Methods Positioning according to product benefit Positioning according to the price and the quality Positioning according to product use or service content Positioning according to the tourists habitual view Positioning according to product characteristic Positioning according to competition Positioning according to combination

47 Figure of Tourist Service Level and Price Positioning

48 Positioning Figure for Hotel Positioning by Multi-attributes

49 Market Positioning of Traveling Product Basic Concept of Positioning of Tourism Market Theory Basis of Positioning of Tourism Market Basic Concept of Positioning of Tourism Market Section 3: Positioning of Tourism Targeting Market

50 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

51 Cost Paid by Tourists Costs Contents Money Cost Time Cost Spirit Cost Psycholo gical Cost price of product to spend time to understand product by travelers to spend spirit and physical force when buying product by travelers to produce psychological fatigue when travelers buy products and communicate with salesman

52 Market Positioning of traveling product Physical Nature Service differences Clerk Differences Geographical Differences Enterprise Image Differences

53 Positioning Strategy of Tourism Market Market Positioning of Traveling Product Methods and Steps of Positioning of Tourism Market Theory Basis of Positioning of Tourism Market Basic Concept of Positioning of Tourism Market Section 3: Positioning of Tourism Targeting Market

54 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

55 Positioning Strategy of Tourism Market Positioning Strategy of Marketing of Tourism Products Positioning Strategy of Marketing of Tourism Service

56 Market Positioning of Strategy Matrix of Tourism Product and Service Product nature high Orientation of Tourist Product B. To increase features of product by company so as to improve satisfaction of travelers Orientation of Tourist Relationship D. to increase features & service of product so as to set up longterm fellowship relationship Ability of difference constitution low A. to use price as the basic competitive means by company Orientation of Tourist Price B. to increase service so as to improve satisfaction of travelers by company Orientation of Tourist Service

57 Location strategy of tourism market Positioning Strategy of Marketing of Tourism Products Positioning Strategy of Marketing of Tourism Service Suitable Positioning Competition Advantages

58 Communication of Market Positioning Difference of Publicized Contents Difference of Publicized Types Suitable Positioning Competition Advantages

59 实例 Cases 海外游轮旅行走俏日本出境游市场 更多实例

60 相关链接 Correlative Link 无锡康辉做大老年特色游 更多链接

61 Objectives Summary

62 Segmentation of Tourism Market Summary Selection of Tourism Targeting Market Positioning of Tourism Targeting Market

63 Objectives Summary Key Concepts

64 Segmentation of Tourism Market Key Concepts Tourism Targeting Market Positioning of Tourism Market

65 Objectives Summary Key concepts Exercises

66 Discussions 1 解释市场细分 目标市场选择以及市场定位的过程 2 选择一家接待型企业, 比如舒适客栈或麦当劳餐馆, 对其整体市场, ( 在这里分别是饭店市场和餐馆市场 ) 的部分细分市场加以分析, 解释它们所选择的一个目标市场, 阐述它们是怎样将自己写竞争者区别开来, 并在市场中进行定位的 3 在您所居住的社区当选择一家您认为可能具有很好的细分市场的餐馆或饭店, 给出您在进行市场细分之后将采取的营销组合策略 4 某人想开办一家能为所有人提供餐饮的餐馆 为什么说这是一种危险的策略? 5 想一想您同班同学 您能否用不同的标准将他们划分为几种不同的类型? 您做这种划分使用的变量是什么? 您能否有效地向他们提供产品? 6 在产品定位过程中, 产品本身的特性与对产品特性的感知这两个方面都在扮演什么角色? 一种与其他几种竞争者的品牌雷同的产品特征会有助于定位策略的成功吗?