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INTERNATIONAL JUNIOR COLEGE
WS HW
NAME RS 1033: 2022 2023: TERM:L/
SUBJECT:
Noto: Travet and
CLASS 9DIN ABCDEF
ROLL NO DATE
Thls sheet Touriem
can be TOPIC: Unit S (54)
assessed. MARKSIGRADEY TEACHERS NAME: MS Priyal S

54 UNIT5 MARKETING AND

A.
at a
glance PROMOTION
Market
segmentation and targeting
pecitic travel and
C.
Different market tourism products and their relation with market
segments segments
A. Market
segmentationisand
Maket segmentation a targeting
products and services beingprocess through which a
nuber of pre-sot offered. Customers aretarget market is selectad far the
on those characteristics characteristics and the martet is grouged classifieed
or
divided into a series ofacaording
to a

Benefits of matket segmentation segments

base
Allocation of Resources-
human, financial Segmentation helps travel and tourism
and material
cater to the resouroes effectively. t wisely usesproviders to allocate their
specific target market. the
Understanding consumer demand- It becomes mateting budget to
selected customer groups. This would to easy to understand the needs and
business help senve them in a
way that enables
wants of
Creation of product image- Easier creation of repeat
the tourism
potential customers within a target market which product the minds of the
in

Effective Promotion-Greater accuracy in intluences the customers

buying decision
(e.g. advertising, sales promotion methodsselectingto promotional strategies and techniques
etc.) attract new customers

Characterisleristics of the ditferent market segments

Geographic: by locality, area, region. iHs incudes domesticS versus
Demographic: by age, gender, ethnicty. levels of disposable inoome overseas visitors
Life style segments: by socio-econaHe tactors tke eveis of education
as interests. personalities, values and atitudes. (this segment or profession as we
is also known as
psychographic.)

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 B. market
Specific travel theirrelation with
tourism products and
segments and

Type of Product relationship with

Examples of
Package holidays- differentmarket segments.
Families; Club 18-30; Groups-
ransport Accommodation
+ education, special interest;
together by the tour
Other services (advertisedd and
and sold s
luxury/Budget etc.
operator)
may also
rentals/activities.
Operators offer a
be provided e.g. car
variety of packa
expectations of different kages to cater to the needs and
Transport-
It is
types of
customers
possible to use Age; specific needs- mobility;
different customer types.
any
ny mode of transport to appe t families; type of customer
LUxury rail Business/leisure; Luxury/Budget
ballooning, holiday, houseboat experiences, hot
cruises etc. air
providers select specific
product. target market for specific
Accommodation and catering-
Features,
type of characteristics and amenities offered by eacn Families singles; groups; types
of customer- business/leisure;
accommodation
customers. will appeal to variety or a different age/gender, specific
needs; luxury/budget
Tourist attractions-
his can be Families; groups; ages/lgenders;
classified in a number of different
as
manmade, historic, cultural, ways such specific needs; special interest
Often there are family fun etc. free entrance.
special offers
E.g.passport tickets linking 2 oravailable
for entry.
more attractions within a
locality and deals which include entrance tickets within
the transport cost.
Tourist information serviceS
Most countries offer this Families, singles; groups; types
service either
research facility or a provision of a TIC through
an online of customer- business/leisure;
in the main soecific needs; special interest
destination within the country.
To remain
competitive and ensure maintaining a large
customer base in order to remain
financially viable TIC
have also begun to expand their products and services

C. Different market segments

Family:
Important market segment for package holidays.
Prefer the sun- sea- sand packages.
Consists of special offers for children
Includesfamily room accommodation, children's menu.
Newer destinations also make provisions for this segment.

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 Singles
Less publiined
Single room
actommodation availatle
Security rmeasures advertised for lone fermae
Groups travele
Educational groups like
Discounited orices for schooloffield trips forrm a majoity of ris
pEaist tour operators groups tourists
have been set up to meet spechc he ne
Iypes of customers
sEgment refers to the purpose ofthe visit which determines the type ot a
roadest means of classifying tourists and are themselves chen subdvoa
Different agelgender
student market wio pre
SSIS otgrey market who select guieter locations, youthful
fively and vibrant locations
Specfic needs
avel and tourism providers today seek to cater to specific needs of customers u
disabilties, religious or spiritual needs or even dietary needs
Special interests cultural tourists or
nese would include, eco-tourists/ responsible travellers, medical,
sport,
would be included under
customers w
en those who would like to experience a cruise

specialinterest.
Qualityleconomy/value for money often described as being price sensitive because many
ravel and tourism customers
are
Customers budget their travel carefully. lesser
studentbackpacker market or to a
These tend to be those with young children, the
extent the grey market
cater for the needs and
Touroperators, transport and accommodation providers there is a wide choice of low cost option
expectations of this category of tourists, ensuring
cost flight, discounted rail passes
likelodge and hostel accommodation, low cater to the needs of the upper end of the
market
Similarly travel and tourism providers also in

the worid
offering the most luxurious travel experiences

Question bank
different market segments targeted by travel
1 ldentify andstate 3 characteristeristics of the
and tourism providers.
domestics versus overseas visitors.
Geographic: bylocality, area, region. This inciudes
Demographic. by age, gender, ethnicity, levels of disposable income well
Life style segments: by socio-economic factors like levels of education or profession
as
as interests, personalities, values and attitudes. (this segment is also known as

psychographic.)
2. Explain how a hotel could adapt its product to meet the needs of each of the following
market segments: business tourists, familes, grey market (over 65s)
Business tourists
Free/rehable W-Fi in room- to be able to contact coleagues by zoom
Desk, chair, suitable lighting, and plenty of power outlets-room set up to enable tourist to

Work

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 Apps to check in
Accessible androoms/sp:
meeting out- eamlines the and prevents queuing
and saves ne
meet J process
and screens- lo

Fast clients, hold meetings.

s/Spaces/av equipment provided i.e., projectors
services- room
Overnight.
Families
service to arrive quickly/laundry services/dry cleaning be avalable

aily or adjoining rooms-

often
cheaper than two
a y
menus- actvities/entertainment- kids
Grey market parents have less worries overclub/babysitting
food options.
1aCu
Provide (over 65s)
Wellpat
transportation
taking part in activities to l Shopping malls/sights/tour guides/sightseeing tours- ease of

Well-equipped activities/providing
emergencie with medical
medical provisions-medical
assistance. assistance available in case or
Ease of
check in/check out-
3.
avoid long queues.
Discuss the
Every touristbenefits to the
is different: tourism provider of identifying their target market seg e
they are able to age income, different tastes etc. so by dentifying target market
age,
D
Ler atble to identify customer needs
understand specific demands of consumers
5etter able to identify customers' needsl conduct further
More sales
quickly
More satisfied made, more profit resear
customers, loyal customerS, referrals
Become established as
specialist organization
Competitive advantage, areduces
reate effective competition
Helps to allocatemarketing strategies to target specific target market
marketing expenses efficiently
4.
Explain the appeal of package holidays to each of the
education tourists following market segments. idi
families
ree places for children- value for money- gives families
Family rooms- safer- less cost. more spending money.
Children's menus- wide choice- easier than
Seats together on finding suitable eating places.
airplanes-
Price is paid up front-
children are not split up away from parents less stress.
helps to budget- cheaper than buying
More
convenient- everything is already included- don't have components
to search for
separately.
components
individually.
education tourists
Discounted prices- flights, meals, hotels, entrance fees- cost
effective.
Meets specific needs- easier, all
organized- less stress.
Commitment to safety- emergency contact- local guides.
All reservations taken care of- travel protection covered- easy to book.

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