SELF-LEARNING HOME TASK (SLHT)

Subject: Tourism Promotion Grade: 12 Quarter: 2 Week : 2

MELC: Identify specific needs of the customer regarding information and advice
TLE_HETP9- 12DI-IIg-j-5

Name: __________________________ Section _____________ Date________

School ________________________ District __________________________

Pre test

Give two examples of variables for the different ways of segmenting the market:

Geographic segmentation

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Demographic segmentation

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Psychographic segmentation

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Behavioral segmentation

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Technographic segmentation

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CONTENT

Market segmentation

Is a strategy used to divide the market for easier product penetration. The market is
divided into different sections based on certain characteristics that match the profile of the
prospective consumers. There are different ways of segmenting the market. The basis will
depend on the profile of the target market one wishes to tap.
Variable for segmentation

Geographic segmentation- divides the market into different geographic unit such as
nations, states, regions, countries, cities, neighborhoods, barangays, town, etc. (Kotler
2006). Some companies make a decision to strengthen a foothold on a certain geographic
region, concentrating their resources in ensuring deep penetration of a specific geographic
location.

Demographic segmentation- refers to segmenting the market based on variables such as

age, lifecycle, gender, income, occupation, education, religion, and race (Kotler 2006). It is
a good idea to segment the market based on demographic variables because consumers
would have similar likes and possible consumption patterns and behavior. Some popular
ways tourism marketers segment the marker using demographic variables are through age
and life cycle, gender, and income.

Psychographic segmentation- divides consumers based on different psychographic

profiles such as social class, lifestyles, and personality characteristics. Different social
classes will have different tastes and preferences on what they buy.lifestyle has an
influence on what and how consumers buy products and services. Personality is seen as an
indicator of the type of products people buy.

Behavioral segmentation- refers to dividing groups based on their knowledge, attitude, use,
or response to a product service. kotler 2006 identified behavioral variables to include
special occasion segmentation, benefits sought, user, user rate, loyalty status, and buyer
readiness.

Special occasion segmentation involves purchase made based on occasions such as

mother`s day, valentines day, honeymoon, anniversary, or birthday. Buyers may also
grouped according to benefits they seek such as quality, ambiance, menu variety, and
price. User status refers to market segmented with regard to usage of products such as
first-time users, regular users, non-users, potential users, potential users,etc. Usage rate, on
the other hand, refers to the frequency of use categorized as light, medium, and heavy
users. Loyalty status segmentation refers to the degree by which customers are loyal to the
brand. Buyer readiness is referred to as different stages by which buyers become ready to
purchase a products.

Technographic segmentation- online travel agencies, travel blogs, and other social media
platforms encourage more internet user to travel more often.

Cultural and social differences – culture is defined as the norms, beliefs, and rituals that
are unique to each person (Hudson 2008). Because all aspects of consumer behavior are
cultured-bound, there is an increased need to identify and understand the integration of
culture and its impact on global marketing and advertising. Hofsted discloses the basis
dimensions of culture as follows: 1. Power distance 2, individualism/ collectivism 3.
Masculinity and femininity, and 4. Uncertainty avoidance.

Power distance- refers to the degree to which the less powerful members of a society
accept and except that power is distributed unequally. Simply put it refers to how culture
looks up to persons with authority. This is shown on how people show respect and
courtesy to older people and to people with higher level positions such as supervisors and
bosses. The Philippines is a culture with very high power distance.this is manifested by the
titles we give to older people such as ate and kuya. We are also very respectful of school
authorities such as the principal and teachers. We address almost everyone in authority
with the use of titles as sir or ma`am. Western culture, on the other hand, has very low
power distance. They address people by their first names even when these are their bosses
or parents of their friends.

Individualism/ collectivism- some cultures are individualistic while others are collectivist
societies. Individualistic culture refers to cultures with people who are self-reliant and
prefer to do thing on their own. Collectivist societies, on the other hand, refers to people
who would prefer to be in groups and do things with others. Individualist societies will
have tourist who prefer to travel alone while collectivist would have tourist who normally
travel in groups.

Masculinity/ femininity – masculinity represents a society that boasts of achievement,

heroism, assertiveness, and material gains while femininity prefers to cooperation,
modesty, caring for the weak, and quality of life. Some societies are masculine while
others are feminine, but society at large is more consensus- oriented, a feminine trait.

Uncertainty Avoidance- this dimension refers to the degree to which a society is

comfortable with uncertainty and ambiguity. If societies are comfortable with uncertainty
and ambiguity, the more relaxed and tolerant they care. Cultures with high uncertainty
avoidance will engage in a lot of planning prior to trip. Those with low uncertainty
avoidance will do minimal planning and will be more flexible as the trip progress.

Culture is defined as the collective mental programming of the human mind which
distinguishes one group of people from other. Knowledge of cultural and social difference
enables service providers to provide the kind of service that consumers will likely
appreciate.

Understanding Needs and Wants of Specific Market Segments

People can be grouped into different market segments based on these characteristics.
In doing so, the needs and wants of specific market segments can be properly addressed.

Tourism products and services, then should be designed to cater to the needs of its
specific target market. It could also be possible that the product already exist. If so, then
the target markets that need to be tapped should be the ones who would be attracted to the
kind of products and services already available.

Market segmentation enables tourism marketers to group together customers who

have similar needs and wants. They are grouped based on their characteristics and needs.
There is no one specific way of segmenting the market. There are different ways of
classifying the market depending one one`s feel of the market. There are different ways of
classifying the market depending on one`s feel of the market, industry trends, and previous
experiences.

Matching the product with specific market segments may be difficult task. Identifying the
specific needs and wants of a specific market and matching it with the products and
services being offered is an important element in successfully promoting the products and
services.

Cultural differences, if catering to the international market, should be taken into

consideration. For ex. Europeans would prefer more private , masculine, individualized
activities while Asians are more family-oriented (collectivist) and feminine. If a resort plan
to target the Asian market, big family rooms would be well-received. If it plans to target
European , small and quaint rooms would be advised.

Travel Motivations of Tourist

There are a lot of theories applied to travel motivations. Two of the most popular theories
of travel motivators are (1) Maslow`s Hierarchy of needs and (2) Plog`s Tourist
Motivation Model (1974).

Maslow`s Hierarchy of needs (figuren12.1) shows link between travel motivations and the
individual`s hierarchy of needs. The diagram shows the ranking of the different needs of
man as to their level of importance. It is simple and easy to understand as it shows through
a triangle the most basic needs of men at the bottom (widest) of the triangle. As the
triangle reaches the top, the higher order needs are presented.

Physiological needs refer to basic needs for survival such as food, water, shelter, and
clothing. Safety refers to personal and perceived degree of safety and security such as
health and financial security. Belongingness refers to acceptance in social groups such as
having a spouse, friends, and social organizations. Esteem/ status refers to the desire to be
valued by others. Self-actualization refers to the goal of self-fulfillment such as being able
to fulfill all the things in one`s so- called “backet list” ( bucket list refers to things one
wants to be able to do before he/ she dies).

Travel and tourism are considered to belong to the higher needs because it fulfills the
esteem/status need and the self-actualization. Current tourism industry trends show that
travel is already considered a social currency. One`s capacity to engage in travel gives an
individual higher esteem and social status compared to others.

Self
-actualization

Esteem/ Status

Belongingness

Safety

Physiological

Figure. 12.1. Maslow`s Hierarchy of needs

Plog`s Tourist Motivation model (1974) classifies tourists into two categories: (1)
allocentrics and (2) psychocentrics. Allocentrics prefer new, unstructured, exotic, and
unusual destinations while psychocentrics prefer the structured and familiar products and
services. An allocentric would love to try new things, go to unexplored places, eat
different types of food, and check-in at an unfamiliar hotel. A psychocentric, on the other
hand, would go to the same distination, eat familiar food, go to popular tourist attractions,
and check-in at a chain or franchise hotel. Another factor worthy to mention is the energy
level that tourist would want to engage in activities are classified as “ high” and “low”.
Some tourist s, though , may be considered min-centric , as they strike a balance between
being allocentric and psychocentric or may shift from one end to the other.

ALLOCENTRICS PSYCHOCENTRICS
UNSTRUCTURED STRUCTURED

UNFAMILIAR FAMILIAR

FOR DISCUSSION

1. What is market segmentation? How does it help in the effective promotion of tourism
products?
2. Discuss the different variables for market segmentation. What variables are most
useful in marketing tourism products?
3. What are the cultural and social differences between Western nations and the
Philippines?
4. Do tourist travel for the same purpose? Why and why not?

PROPOSED CLASS ACTIVITY

Visit the website www.geert-hofstede.com/applications.html. Compare and contrast the

different dimensions of culture of the Philippines set against those of other countries.
Make sure you are ready to share the class what you found out.

POST TEST

Refer to the product and market in each row, then determine whether there is a fir between
the product and the market. Explain your answer.

Product Market Is there a fit or match between

the two? Why or why not?
1. Five-star hotel Student market
2. Amusement Park Families with young
(e.g Disney land) children
3. Buffet restaurant Senior market
4. Beach resort Milennials
5. Spa drinks
References: Cooper, Chris et al (2008). Tourism principles and practice 4th ed. England:
Pearson Education Limited.
Prepared by: BLESSILA C. LOPEZ

Subject Teacher