DAN COVEDAN COVE
Jenolan Caves Reserve TrustJenolan Caves Reserve Trust
““MARKETING 101MARKETING 101””�� GEOGRAPHICGEOGRAPHIC
�� DEMOGRAPHICDEMOGRAPHIC
�� LIFECYCLELIFECYCLE
�� MINDSETSMINDSETS
�� BUT WHAT DOES THIS REALLY TELL US?BUT WHAT DOES THIS REALLY TELL US?
�� AND WHAT CAN WE USE THIS AND WHAT CAN WE USE THIS INFORMATION FOR?INFORMATION FOR?
What is Market Segmentation?What is Market Segmentation?�� Recognises that tourists/visitors are Recognises that tourists/visitors are notnot a a
homogenous group.homogenous group.
�� Categorises visitors by common characteristics and Categorises visitors by common characteristics and likeminded attitudeslikeminded attitudes
�� Allows us to communicate in a more targeted fashionAllows us to communicate in a more targeted fashion
�� Helps to develop more targeted marketing campaignsHelps to develop more targeted marketing campaigns
MINDSET SEGMENTSMINDSET SEGMENTS�� ‘‘PampadorsPampadors’’ –– Luxury TravellersLuxury Travellers
�� ‘‘CompatriotsCompatriots’’ –– Family TravellersFamily Travellers
�� ‘‘True TravellersTrue Travellers’’ –– Adventure TravellersAdventure Travellers
�� ‘‘WanderersWanderers’’ –– Touring TravellersTouring Travellers
�� ‘‘GroupiesGroupies’’-- Peer Group TravellersPeer Group Travellers
THE EXPERIENCE SEEKERSTHE EXPERIENCE SEEKERS
WHO ARE THE WHO ARE THE ‘‘EXPERIENCE EXPERIENCE
SEEKERSSEEKERS’’�� The experience matters more than the actual The experience matters more than the actual
destinationdestination
�� These experiential travellers are prepared to travel These experiential travellers are prepared to travel further and spend more for a genuine experiencefurther and spend more for a genuine experience
�� Experience Seekers may yield higher profits, but also Experience Seekers may yield higher profits, but also expect superior quality and value for moneyexpect superior quality and value for money
�� Want to be active in their pursuits, and to come away Want to be active in their pursuits, and to come away with a learning experiencewith a learning experience
�� Are Are notnot characterised by age, nationality or preferred characterised by age, nationality or preferred holiday mode/styleholiday mode/style
THE CHALLENGE TO TRADITIONAL THE CHALLENGE TO TRADITIONAL
TOURISM...TOURISM...
TIMES HAVE CHANGED, AND THE EXPECTATIONS TIMES HAVE CHANGED, AND THE EXPECTATIONS (AND RANGE OF OPPORTUNITIES AVAILABLE) (AND RANGE OF OPPORTUNITIES AVAILABLE) HAVE CHANGED AS WELL. HAVE CHANGED AS WELL.
50 YEARS OF CHANGE50 YEARS OF CHANGE
1960s 1970s 1980s 1990s 2000s
STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5
Products and
Activities, Places and
Things
Service Differentiation,
Niche Indulgences
Products and
Emotions, Exhilaration
and Adventures
Experiences: Learning,
Authenticity and
Sustainability
Experiences: Meaning
and Purpose
� Pre-packaged
holiday rewards for
hard work
� Hand-written paper
Tickets
� Bookings via travel
agents
� Holiday as reward/
opportunity for
indulging passions
and fulfilling
interests and
pursuits
� Typed tickets
� Telex bookings
� Holiday as an
escapist active
adventure with high
intensity emotions
� Introduction of
Global Distribution
Systems
� Facsimile bookings
� Holiday as an
opportunity to learn
and be engaged. Tap
into local knowledge/
culture
� Emerging
sustainability
considerations
� Tailoring of holiday
packages through
travel agents
� Beginning of
Internet
for bookings
� Introduction of
e- ticketing
� Loyalty Programs
� Increased demand
for special interest
needs and rarity.
� Seeking
authenticity
and highly sceptical
of over marketing
� Emerging
environmental and
social consciousness
� Dynamic packaging
and tailored
packaging online
� Consumer direct
bookings over the
Internet
� Disintegration
of traditional
distribution channels
� E-ticketing and
e-check-ins
SO WHAT DOES THIS MEAN??SO WHAT DOES THIS MEAN??�� Is this merely an academic issue?Is this merely an academic issue?
�� What are the operational implications?What are the operational implications?
�� What are the implications for future planning?What are the implications for future planning?
What does this signify?
SOME KEY CONCEPTSSOME KEY CONCEPTSWHAT IS WHAT IS ““LEISURELEISURE””?? WHAT IS WHAT IS ““RECREATIONRECREATION””??
.. when I use the term 'leisure', I .. when I use the term 'leisure', I am talking about human am talking about human experience, characterised by experience, characterised by intrinsic motivation and/or intrinsic motivation and/or satisfaction; by a subjective satisfaction; by a subjective sense of freedom to choose and sense of freedom to choose and of freedom from constraint; and of freedom from constraint; and by the understanding that it is by the understanding that it is accepted by our own reference accepted by our own reference group as being leisure.group as being leisure.
Elery HamiltonElery Hamilton--Smith (1985)Smith (1985) Can the Can the
arts be leisure? arts be leisure? World Leisure and World Leisure and Recreation, Recreation, 27(3), 1527(3), 15--19.19.
Recreation is considered to be Recreation is considered to be activity voluntarily undertaken, activity voluntarily undertaken, primarily for pleasure and primarily for pleasure and satisfaction, during leisure time.satisfaction, during leisure time.
John Pigram (1983) John Pigram (1983) Outdoor Outdoor
Recreation and Resource Management. Recreation and Resource Management. London, Croom London, Croom Helm, p. 3.Helm, p. 3.
Another definition of Another definition of
““RecreationRecreation””......
Recreation is any pursuit engaged upon during leisure time, Recreation is any pursuit engaged upon during leisure time, other than pursuits to which people are normally 'highly other than pursuits to which people are normally 'highly committed' (the latter includes such things as optional committed' (the latter includes such things as optional shopping, overtime, secondary work, house repairs, car shopping, overtime, secondary work, house repairs, car maintenance, further education, homework, child care, maintenance, further education, homework, child care, religion and politics').religion and politics').
Countryside Recreation Research Advisory Group (1970) Countryside Recreation Research Advisory Group (1970) Countryside Countryside RecreationGlossary, Cheltenham, UK, Countryside Commission, p. 7RecreationGlossary, Cheltenham, UK, Countryside Commission, p. 7..
Into the Brave New World...Into the Brave New World...
�� As societal attitudes towards leisure and recreation As societal attitudes towards leisure and recreation change, there will naturally be further diversification change, there will naturally be further diversification and segmentation increases its importance as a tool.and segmentation increases its importance as a tool.
�� But what are the operational implications for tour But what are the operational implications for tour operators, attractions and destinations? operators, attractions and destinations?
THE IMPLICATIONSTHE IMPLICATIONS�� We must offer authentic experiences.We must offer authentic experiences.
�� We must continue to try to understand the rapidly We must continue to try to understand the rapidly changing market.changing market.
�� We must customiseWe must customise
�� We must invest in product developmentWe must invest in product development
�� We must be competitiveWe must be competitive
�� We must offer value for moneyWe must offer value for money
�� We must collaborate (attractions & destinations)We must collaborate (attractions & destinations)
�� We must move into the age of Social Media, the new We must move into the age of Social Media, the new and immensely powerful, and immensely powerful, ‘‘word of mouthword of mouth’’
““InnovationInnovation””…… Why Bother?Why Bother?
� Good is not good enough any more
� The experience must be beyond that expected by the average visitor
� For a destination, the experience is now more important than the ‘Brand’, especially in visitor loyalty
� Innovative approaches are more essential now than ever before
� To achieve this is harder than ever before
Operators and attractions MUST be Operators and attractions MUST be
prepared to explore new approachesprepared to explore new approaches
Dressing up is an occasional bonusDressing up is an occasional bonus
The importance to conservation
return visitation & word of mouth.The supreme importance of achieving an EMOTIONAL
CONNECTION.
In Summary...In Summary...�� Market segmentation is a valuable toolMarket segmentation is a valuable tool
�� Changing social patterns increase this valueChanging social patterns increase this value
�� The Experience Seekers segment is socially broad, The Experience Seekers segment is socially broad, but of increasing importancebut of increasing importance
�� Study of Leisure patterns and recreational activity Study of Leisure patterns and recreational activity spectrums is no longer an academic question but is spectrums is no longer an academic question but is now a matter for operational managersnow a matter for operational managers
�� All tourist destinations must develop innovative All tourist destinations must develop innovative responsesresponses
�� There is much that we donThere is much that we don’’t yet fully understand t yet fully understand about this change, so we must be prepared to about this change, so we must be prepared to adapt, change, then adapt again!adapt, change, then adapt again!
Top Related