Pacific Business Daily

what are the limitations of typologies of market segmentation towards tourism?

will it influence the tourism industry becoming more or less sophisticated in its use of market segmentation?

Public Comments

1. The idea of prejudging the tourism market via the utilization of stereotypical analysis is a poor, if not flawed way of targeting certain demographic groups. What logic would be employed? By breaking the potential travelers into sub-catagories such as race, ethnicity, gender, geographical strata, or economic divisions, one is limiting the scope of various media campaigns and promotional programs that could have cast a wider path to encompass a greater marketplace. Sophistication is not the relative factor. The practice of directing an approach toward a small market sector rarely works in an industry with such a broad appeal as tourism. Who decides which group benefits the most from which type of advertising technique? In summary, typecasting within this industry is far more detrimental to the advertiser and the recipient alike, with neither gaining a reasonable outcome that can be used for future planning or successful tracking.