Marketing in Travel and Tourism

Marketing in Travel
and Tourism

Table of Contents
1)INTRODUCTION........................................................................................................................3
MAIN BODY ..................................................................................................................................3
2)Segmentation used by the Tourism companies and how Contiki segment their customers...3
3)Target market strategies adopted by the companies...........................................................4
l4)Principles of positioning and their strategies.....................................................................5
5)CONCLUSION............................................................................................................................7
6)REFERENCES.............................................................................................................................8

·1)INTRODUCTION
Contiki is coach tour & tourism company which was found in new Zealand in 1962.
This companies headquarter is in Anaheim, California. Contiki is operating their tour in
counties like Middle east, Australia, New Zealand, Africa and Asia. It is also an corporation.
This company is committed to provide sustainable tourism.
·MAIN BODY
·2)Segmentation used by the Tourism companies and how Contiki segment their customers.
Market segmentation is the process of dividing a market of the potential customers into
the segment or the group based on their different characteristics (Camilleri, Camilleri and
Acocella, 2018). The segments created are composed of the buyers who will respond similarly to
marketing strategies and who share traits such as needs, location , similar interests.
There are 5 types of market segment which helps Tours and tourism companies to
understand the market respond in the particular situation for example – purchasing goods- Here
are marketing segments of the tours and tourism.
Geographic segmentation
While typically a subset of the Demographics, Geographic segmentation is typically the
easiest. This segment makes different target customers group which are based on the
geographical boundaries because potential customers have their needs and understanding the
climate and geographic regions of the customers group can help to determine where company
should sell and advertise their tourism. This also include the expansion of the business.
Demographic segmentation
There are some demographic segments which are distributed ion the bases of income,
education, age, gender etc. this most common segment used by the tours and tourism companies
to attract customers to buy their tourism packages and services from them (Gretzel., 2017). For
example – educational tours are mostly for students and people who are connected with the
studies.
Firmographic segmentation
This segment is quite similar to the Demographic segmentation. Only difference is that
Demographic segmentation look at individual and this segment look at the organization for
example – sage of the company, numbers of the employees etc.
Behavioral segmentation