Market Segmentation Analysis Assignment

This assignment requires students to understand the concept of market segmentation, its importance, and various techniques used to segment a target audience. The student is expected to research and provide references from academic sources, including articles and books, that discuss market segmentation practices in different industries and contexts. The assignment also asks the student to consider real-world scenarios where market segmentation can be applied, such as in marketing campaigns or business strategy development.

Resort
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Table of Contents
Resort facility...................................................................................................................................2
Market segments:....................................................................................................................4
Motivation..............................................................................................................................5
Reference.........................................................................................................................................7
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Resort facility
The physical component of a destination which considers the green environment, and
tourism establishment in a sustainable manner because it can impact its image of the destination.
The environment quality is recognised as one of the vital factors at the time of making a decision
upon the destination to visit. Further, the image of the resort is more likely to be more realistic
and complex after the tourist visit (Asiedu, 2016). While planning a tour at Sydney, one of the
best resort is selected that is Wyndham Sydney suite which is located in the heart of Sydney.
Further, the selected destination is Sydney which is renowned for its HarborHarbour lifestyle,
fantastic beaches and good weather. It is convenient to the city’s most iconic sites.
The resort has limited abilities in holding luggage for owners at the time of arriving prior
to check in. Along with these, recreational facilities isrecreational facilities are provided which
can grab the attention of customers to the facility. Different types of activities are available
during the stay. Wyndham Sydney suite is one of the best resort that provides a broad suite of
hospitality products and services with various accommodation alternative and price range (Ray
and Choudhury, 2015). Along with this, Wyndham Sydney suite focus on providing value-added
products and services which are intended both to increase the travel knowledge of the individual
consumer. Along with this, it delivers a fashionable and relaxed harborharbour for families,
business travelerstravellers and for enjoying a city escape. Along with thisIn addition,, it
provides a wide range of facility to customers such as stylish accommodation, sun bath and
perfect for relaxation after a day traveling sights. There is friendly attentive staff caters to
everyday need and its surrounding environment is quite attractive that can help business
travelerstravellers to feel relaxed and stress-free. Tourist can enjoy a mix of rich culture and
remarkable scenery. Resort is near to the Harbour Bridge and Iconic beached of Bondi, Coogee
and Bronte’s. Their travelerstravellers can take thrill boat ride through breath taking Sydney
Harbour and can easily see an Australian art gallery. Along with this, tourist can experience the
thriving culinary scene in local restaurant and bars (Sung, Chang and Sung, 2016).
There are some primary and secondary elements nearby resort that is as follows:
primary elements
Activity place Leisure setting
 In leisure setting it will
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 Cultural facilities
 Entertainment
facilities
 Events and festivities
 Exhibition and
craftworks
include physical
setting –
 Arts objects,
 parks,
 green spaces,
 Waterfronts, Harbour
 Historical pattern
 Language and local
customs
Secondary elements
 Markets
 Shopping facilities
 Catering facilities
Conditional elements
 Accessibility, parking facilities
 Touristic infrastructure such as information Bureau,
signpost and guides
Different types of facilities which are provided to tourist are accommodation, catering,
shopping, infrastructure and transportation (Bruwer, Roediger and Herbst, 2017). Along with
this, facility which is provided in the resort to support leisure activity. All the rooms of the resort
are luxury and different types of facilities are provided such as flexible lighting, television, bed
and Wi-Fi facility is provided. In additional facilities, resort provideresort provides recreation
and relaxation which consider indoor, and outdoor games, gambling and spa etc.
B, Target market and motivation
There are two significant factors of tourism that determines its quality that which are as follows:
People (Tourist): In this Ppeople are those who want to travel as they have free time and want to
spend it at different destination (Cross, Belich and Rudelius, 2015).
Place (Destination): Destination where people mostly prefer to visit for enjoying their holidays
or for other purpose.
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Market segments:
Market segment is referred to the process of dividing a market of potential customers into
segments and groups based on different characteristics. The further target group is known as a
particular group of people for whom product and services are specially produced by the tour
company. There are different types of market segments that are as follows:
 Geographical segmentation: In geographical segmentation, companies target customers
on the basis of geographic location. In this people have different needs which are based
on the geography (Armstrong, Kotler and Brennan, 2015). People also have different
needs on the basis of the geographical location where they are living. Therefore, most of
the company’s target its customers on the basis of geography. Further it is one of the
common strategy that can serve customers in a particular area or targeting audience
which has different taste as depended on the location which they are situated.
 Demographic segmentation: It is one of the simplest and widest types of market
segmentation which is used for getting right customers for selling their products (Cho,
Bonn and Brymer, 2017). In this people are basically divided on the basis of different
variables that are family, income, gender, religion etc.
 Behavioural segmentation: It is a type of market segments which is divided the people on
the basis of their behaviour and decision-making pattern. For instance, younger age
people mostly prefer adventures destination where they can perform different types of
adventure and fun. While older age and families prefer to visit a destination where they
can be relaxed.
 Psychographic segmentation: In Psychographic is prefer to the uses of the lifestyle of
people, interest and opinion for defining market segments. Behavioural and
Psychographic segments are similar to each
At present tourism, the package is designed in which selected destination is Sydney and the
selected resort is Wyndham Sydney suite. For selling tour package tour company will target its
customers on the basis of demographic, behavioural and Psychographic segmentation. Due to
innovative tour packages younger age, people are targeted (Hatheway, Kwan and Zheng, 2017).
Reason behind selecting younger age people is that they may like boating, surfing at near the
beach which will be adventures for them. Along with this, people of high level income will be
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targeted so that they can easily motivated toward the new destination. Mostly students of
universities like to do adventure so this tour trip will be attractive for them.
Motivation
Motivation is known as a reason for people action, needs and desires and it is also related to
one’s direction to behaviour and the causes that encourage to repeat a behaviour.
There are some internal and external factorare some internal and external factors of motivation:
Intrinsic motivation: For most of the people tourism is known as the way in order to satisfy
psychological needs. In psychological needs, it includes traveling, carrying out any leisure
activity and capabilities (Cross, Belich and Rudelius, 2015). The intrinsic motivation is shown
one capability in different emotional fronts. motivation initiateMotivation initiates the tourist to
choose tourism for getting an intangible reward such as emotional needs, fun etc. Some of the
Intrinsic intrinsic factors are as follows:
Tourist perception: Through observing, person, object etc.
Personality of tourist
Attitude of tourist: Positive and negative feeling related to the same place.
External factors of motivation
There are many external factors motives in tourism which can influence tourist and encourage
them to make a decision. It includes family and age, market, social culture etc.
In order to motivate youngster different adventures facilities will be provided to tourist so that
they can be motivated toward the tourist (Liu, Liao and Liao, 2018). Along with this,
information sources will be used such as marketing communication tool for reaching the targeted
customers. Destination image will be provided in a positive way to target group for encouraging
them. Different promotion tool will be used that can encourages such as providing information
related to resort and its facilities on social networking tools so that people can be easily attracted
toward the tour package. Further, the discount offer can also grab the attention of a large number
of customers.
Marketing efforts: A position that suggests image of destination in the mind of customers and it
differentiates from another competitor and place that can satisfy their needs and wants.
Therefore, good marketing efforts can easily attract a large number of customers (Baalbaki and
Malhotra, 2015). Along with natural resources such as beautiful beaches and nature reserves are
also motivational factor for tourist.
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There are dDifferent types of events and activities are organised at the destination which can be
act as pulling force for grabbing the attention of tourist it may be includes
 Adventure activity
 Festivals event
 Themes parks
 Nightlife
 Easy access and affordable
People mostly like to visit those places that are safe and affordable therefore, reason behind
choosing this destination is that it is safe, value the money value of money and affordable by
younger age people.
Hence, it is concluded that to attract a tourist, it is important to design a tour package that covers
all the products and services which are basically required by customers. Before targeting a
customers, it is important to understand their needs and wants so that tour package and
destination can be easily designed.
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REFERENCES
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
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Cho, M., Bonn, M.A. and Brymer, R.A., 2017. A constraint-based approach to wine tourism
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Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
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Science (AMS) Annual Conference (pp. 531-536). Springer, Cham.
Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
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Hatheway, F., Kwan, A. and Zheng, H., 2017. An Empirical Analysis of Market Segmentation
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Liu, J., Liao, X., Huang, W. and Liao, X., 2018. Market segmentation: A multiple criteria
approach combining preference analysis and segmentation decision. Omega.
Ray, D. and Choudhury, S.R., 2015. Factors Affecting Consumer Decision Making For
Purchasing Selected Home Appliance Products Based On Market Segmentation-A Feedback
Study of People Associated With Management Education. Quest Journals Journal of
Research in Business and Management Volume 3, (2), pp.06-11.
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Sung, Y.K., Chang, K.C. and Sung, Y.F., 2016. Market segmentation of international tourists
based on motivation to travel: A case study of Taiwan. Asia Pacific Journal of Tourism
Research, 21(8), pp.862-882.
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