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Trabajo sobre segmentación para la asignatura de Marketing Turístico, realizado por Leticia Delgado Garzón y Marcela Aldana Sotelo, de 1ºGIAT-A.
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Market
segmentation
and trends Spain is a country which
geographic location can
offer a great variety in
the touristic market.
Marcela Aldana Sotelo
Leticia Delgado Garzón
1ºGIAT-A
1
Market Segmentation and
trends A1. Spanish tourism market segmentation:
Purpose of
trip
Lifestyle
The motivations create
needs that only cease to
be until they are
satisfied.
2
Age:
Nationality
3
A2. Variable
process:
Leisure and holidays:
1
3 2 Choice of variables, for
example, we chose the
variable of “purpose of
trip”
Applying the method on the
market, applied this variable
on the market, we can see the
segments obtained were
Variable
identification:
First, it has
been identified
the criteria’s
that exist.
4
Work and business:
Studies:
Personal
motives:
4 Check that the
segments obtained
meet the requirements:
the segments we had
obtained accomplish
the requirements.
5
B.1. Importance of the use of these four
variables:
Purpose of trip
Use of this segmentation
base is widespread.
Lodging, restaurant,
travel agency, cruise line,
airline, and destination
marketing organizations
traditionally apply it as at
least part of their
segmentation approach.
The most important
consideration in selecting
a primary segmentation
base should be that it
represents the factor with
the greatest influence on
the customer's behavior.
Lifestyle
Is a way of living
characterized by the
manner in which people
spend their time
(activities like cultural
activities, leisure
activities, sport
activities, gastronomic
activities...), what things
they consider important
(interests), and how
they feel about
themselves and the
world around them
(opinions) [their AIOs]
Age
This variable form part of
Demographic
segmentation, consisting
in dividing markets based
on population statistics.
This statistics are readily
available, uniformly
defined and accepted, and
easy to use.
Nationality
It forms part of geographic segmentation. This is the most
widely used segmentation base in the hospitality and travel
industry because is easy to use, and usually there are numerous
demographic, travel, and other statistics available for these
markets; it can be easily measured; and the most media
vehicles serve specific geographic areas.
If we use all of these
variables, we will find
a great amount and
varied segments.
6
C.1.Requirements for an effective segmentation:
The eight criteria’s for an effective segmentation are:
1. Measurable:
It is inadvisable to pick target
markets that can´t be
measured without a
reasonable degree of
accuracy. If the marketer
can only guess the size of a
target market, then there is
no way of knowing what
level of investment is justified.
2. Substantial
A target market must be big
enough to warrant as
separate investment.
3. Accessible
The essence of market
segmentation is being able
to select and read specific
customer groups.
4. Defensible
There are situations in which
a similar approach can be
used with two or more
individual target markets.
The marketer must be sure
that each group requires
individual attention.
5. Durable
some market segments are short term
or medium term, meaning that they
exist for less than five years. The
prudent marketer should be
convinced that each target market
has long-term potential.
6. Competitive
Marketers need to take a long, hard
look at whether that they offer
provides something distinct or unique
for these customers.
7. Homogeneous
In dividing the whole market into its
component market segments, the
organization should make sure that
the segments are as different from
each other, or as heterogeneous, as
possible.
8. Compatible
When an organization selects a
target market it must be sure that this
market does not conflict in anyway
with the market it already serves.
Marketers would say that this mean
ensuring that a new target market is
compatible with the existing
customer mix.
7
C.2. Some segments in function of the four variables are:
People interested in Cultural
Activities
People interested
in sun and beach
People interested in gastronomy
People interested
in health
8
Portuguese tourist trip
English tourist trip
French tourist trip
Requirements have been
complied because, as we
can see, there are
products made for those
segments.
Single people
Married people
9
D.1. Business strategy design:
It is important to do an effective segmentation because you have to make
products for those segments.
Product: People interested in sun
and beach
(Purpose of trip)
Place: Web Page
Promotion and Price
Product: Single people trips
(Lifestyle)
Place: Webpage
Promotion and Price
10
Product: Imserso Trip
(Age) Place: Webpage,
Government of Spain, tour
operators
Tour operator specializing in providing travel services to
seniors.
Main activity management Holiday Program for Older
IMSERSO, among others.
Promotion and Price
11
Product: German tourist trip
(Nationality)
Place: Webpage
and tour operators.
Promotion and Price
Product: Studies abroad
(Lifestyle)
Place: Webpage and
Schools.
Promotion and Price
12
D.2. Necessity for an effective segmentation to design a good business
strategy
Other segments that present very encouraging data are:
Business tourism
Cultural tourism
Sport tourism Green tourism
Health tourism
According to these characteristics, we must make a segmentation to create effective segments and then products.
The main characteristics of the
Spanish touristic market are:
Tourism represents around
10% of GDP and employs 10% of the population.
Strong seasonality. The main sources of tourism to
our country are Great Britain
(25.5%), Germany and France (one 57'75% between the three). Their main destinations are focused on Madrid, the Mediterranean coast and the islands.
One of the main defining features of the Spanish tourism model is its specialization in the holiday segment. This represents between 80 and 90% of the total.
The main segment of tourism in Spain is the sun and beach segment. This segment begins to show signs of exhaustion
13
E1. Value of the different market variables:
One of the main defining features of the
Spanish tourism model is its specialization
in the leisure segment. This represents
between 80 and 90 percent of the total.
5 main tourist potencies of sun and
beach tourism:
Catalonia: register a number of
visitors 19,696 a 4.6 %
Valencia: with 10,393 international
travelers, 7.2%
Andalusia: with 8,344 tourists, up
6%
Baleares with 7,072, up 9.7%
The Canary Islands with 6,436, up
18%.
Spain started the year with the arrival of
3.2 million tourists in January, 3.6% more
than in the same month of the previous
year.
The majority of international tourists visiting
Spain are aged between 25 and 44 years
(43.1%). At the same time, the weight of
tourists between 15 and 24 years is 10.5%,
while those over 64 accounted for 9%.
By sending markets, USA and Italy stood
out by presenting the highest percentage
of young tourists. Meanwhile, the group
“older than 64” had its highest
representation in France and the UK, with
a weight of around 12%.
The majority of non-resident tourists
made some activity during his stay in
Spain, among which shopping and
cultural activities conducted
respectively by 67.6% and 53.9%. Fun
activities such as discos, clubs, etc. are
elected by 20% of tourists, sports
activities, culinary activities, visits to
theme parks and family visits also take
prominent positions.
14
E2. Different products of the Spanish tourism market offered to E.1:
talian tourists: Italy
ranks as the fifth
generator output
market in February with 141
million euros, and an
expansion of 43.8%,
motivated by the growing
influx of Italians (20.5%) and
increased the average
expenditure per person.
Catalonia was the most
benefited.
Young
people trips: More
and more
companies
and
destinations
are geared
towards
young tourists
to diversify its
customer mix.
And this segment, which represents 20% of international tours, shows a remarkable
resistance to crises and disasters. According to the WTO, the young tourist spends on
average between 1,000 and 6,000 dollars per trip, with longer stays (up to 50 days)
while the average tourist spending is 1,450 dollars.
People interested in gastronomy: According to the report 'Food Tourism 2014',
Spain leads the ranking at European level where the cuisine is "a key factor" when
choosing a destination. This report reflects the views of 389 tourism professionals in five
I
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countries. Of these, 66% believe that the culinary experiences of travelers are a key to
the tourists visiting these countries when choosing the target element.
82% of the professionals surveyed in this study
assessed Spain as an attractive destination
for its gastronomy, ahead of the UK (73%),
Italy (61%), France (60%) and Germany
(55%). Within each market has identified the
region’s best known for its gastronomy, in the
case of Spain, Basque Country stands as the
best dining destination. Regarding the tourist
profile interested in gastronomy, visitors are
mostly between 36 and 55 years (38%). Within the expenditure made, 45% of
respondents encrypts between 100 and 250 euros a day.
French tourists: France, after the
UK and Germany, is the third most
important source market for Spain. In
2013, a total of 9.52 million French tourists
traveled to Spanish destinations, which
represented an increase of 6.9%. The
market share in tourism destination Spain
issuer of France was in 2012 17.2% of all
trips and 17.8% of overnight stays,
occupying Spain as the first place as a
tourist destination of the French.
The increase of tourist arrivals from France together with a higher average spending per
trip this February, dragged to a rise of total expenditure of 14.2%. In addition the
average stay also was prolonged to 6.3 nights.
People interested in sun &
beach: 62% of reservations to
coastal destinations that are made
in Europe have focused on Spanish
cities. The communities identified
with the sun and beach tourism
account for 84.3% of foreign
tourism: Andalusia, Balearic Islands,
Catalonia and Comunitat
Valenciana. Sun & beach tourism
exceeds 10,000 million in revenue in
Andalusia.
16
F1. Strategies:
The strategies to sell a products are:
1 2
3 4
Penetration
It's time of maximum
innovation. You can
penetrate in the market
competing at low prices or
looking for a niche market.
Growth:
To reach this stage it is
important to have a clear
competitive advantage,
have a good portfolio of
satisfied clients, a
manageable debt and
controlled costs. Deals,
discounts, loyalty cards,
etc. are used.
Maturity:
Optimal market size is
reached and intense
competition begins.
Descent:
They usually reach this
stage due to lack of
market adaptation and
insufficient innovation. If
remedial action is not
taken, this phase ends in
settlement and death of the service/product.
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F2. How these strategies are applied?
Russian tourists interested in the Canary Islands: This segment is in growth stage.
12,111,282 tourist arrivals to the Canary Islands in 2013, 192,784 were from Russia,
according to the ISTAC, and most stayed in Tenerife (a 95%) which have already been
placed as the fourth most important market. Known for its high purchasing power,
spend almost 1,900
euros per person.
British tourists: This
segment is in growth
stage. UK increased its
total expenditure by
6.2% in February,
largely due to the
increase in their
average costs, daily
and per person, 5.4%
and 10.1% respectively,
as the only British
arrivals were up 0.7%.
This result favored
mainly Canarias.
People interested in urban tourism: This segment is in growth stage. According
to data from Turespaña, growing consumption of all tourism products, although
a notable increase of urban tourism; the fee goes from 6.3% in 2013 to 6.7% in
2014.
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People interested in adventure: This
segment is in growth stage. Active
tourism, specifically adventure
tourism has grown significantly in
recent years in Spain. Attracting
more than 7 million people,
diversifies its offer.
Adventure tourism has shown a
strong resistance to the vagaries of the
economy and it looks to continue having
a wide significance that lets continue this
trend. The largest consumer of these
services are those between 25 and 35
years.
People interested in gastronomy:
This segment is in growth stage.
Gastronomy in Spain only in 2013
attracted 7.4 million international
tourists, up to 32%, with an average
expenditure per person of 1,170 euros,
according to Turespaña. The cuisine
listed as outstanding value between
meeting international tourists visiting
the country, and especially some
destinations, according to the latest survey Habitur.
Spanish cuisine is currently the second favorite food of Europeans, ranking only
behind the Italian, according to the annual survey conducted by Travel &
Gastronomy Travel web TripAdvisor.
19
G1/H1. Commercial instruments used in the Spanish tourism
market:
TURESPAÑA is the national
tourism agency
responsible for the
marketing of Spain
in the World.
Product:
A product is seen as an item that satisfies what a consumer demands. It is a tangible good or an intangible service. Every product is subject to a life-cycle including a growth phase followed by a maturity phase and finally an eventual period of decline as sales fall. Marketers must do careful research on how long the life cycle of the product is. A package is the combination of the following services:
Transportation Accommodation Other touristic services
Before developing a tourism package... 1. Research the market: 2. Discuss if it is appropriate to make a
promotion. 3. Focus on a specific customer. 4. Choose the suppliers. 5. Required information. 6. Quote. 7. Don't leave loose ends (guide, choffer,
tickets...) 8. Give all possible information about the
product. Some factors to create a package tour are:
Class of clients and their interests. Time and budget available. Number and class of generating
demand attractions and complementary facilities and services in the area.
Class and nature of products on the market (competition).
Events & Activities. Included if they represent the main subject and are demand generators.
Promotion
Some instruments to make this promotion are: Publicity. Touristic fairs. Sales promotion. Public relations. Sponsorship. Direct marketing.
20
Price
The amount a customer pays for the product. The price is very important as it determines the company's profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often it will affect the demand and sales as well.
For marketing managers of an organization, the price is very important for these reasons:
Price is a short-term instrument.
It is a tool with which you can act, within limits, quickly and flexibly.
It is a powerful competitive tool.
It is the only instrument that
provides income.
Place (Distribution)
Refers to providing the product at a place which is convenient for consumers to access. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix.
21
G2. Positioning of the main Andalusian tourism products:
Andalusian tourism industry offers a
diverse range of services among which
are transport, accommodation, catering
and many others that are designed to
meet tourist demand. In turn Andalucía
is equipped with a large number of
natural, cultural and social resources by
the aforementioned tourist infrastructure
make it an attractive destination.
Major foreign tourist issuers for
Andalusia:
UK, Germany, France, Scandinavia,
the Netherlands, Belgium and Italy.
The quality of services and resources
measured in terms of compliance
coupled with the image of the destination
and price expectations leads tourists to
make a commitment or loyalty to that
place when thinking about your next
vacation.
93.9% of tourists who visited Andalusia
during 2013 were considered satisfied
with the trip. The most satisfied were the
Spanish tourists and that 97% of them
the expectations that had been made
about the trip, for foreigners only 77%
were satisfied with the Andalusian
destiny fulfilled.
Those that support the overall ride quality
are the social environment (kindness,
customs, etc.), the cuisine, transport
infrastructure, the reservation,
accommodation and the process of
consultation and information.
These tools are important for
tourism and allowing Andalusian
sell different products offered by
this Andalusia.
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H2. Spanish tourism market analysis:
The tourism model that has been consolidated in Spain's main characters
international origin of visitors, their status as mass tourism and realize their
demands in enjoying the sun and the beach.
In the first half of 2014, Spain
received a total of 28 million
international tourists, 23.3% were
from the United Kingdom,
ranking again as the largest
foreign issuer. Moreover, this
market has performed well in
this period, registering a growth
rate of + 5.8%
Sending countries are mainly
from the European Union
(include Britain, France and
Germany) and follow them Nordic countries and Portugal.
The destinations within the country are mainly the coastal communities:
Andalusia, Catalonia and Valencia. There are a large family component; the
most widely used is the private car; there are various forms such as beaches,
culture, rural, nature, snow, mountain, etc.
Seasonality
The largest influx of tourists during the summer, months July to September, is a
trait that characterizes Spain as tourist destination.
Of the 60.7 million tourists visited Spain in 2013, more than half came from three
source markets: UK, Germany and France. The UK was the most substantial, with
14.3 million tourists, although
Germany which has a higher
average stay 9.7 days. Both the
US and the rest of Latin
characterized by high average
stay mainly due to the remoteness
of these countries.
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BIBLIOGRAPHY:
http://www.interhispania.com/
http://www.viatgesmagon.com/es/viajes-a-medida/novios/59
http://www.culinaryspain.es/
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http://www.iet.turismoencifras.es/
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