Segmentation, Targeting, and Positioning in Travel and Tourism Marketing

TRAVEL AND
TOURISM
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
Segmentation:..................................................................................................................................3
Targeting: ........................................................................................................................................4
Positioning: .....................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is a set of activities an organisation undertake in order to promote purchasing
or selling of goods as well as services (Armstrong, 2018). Cathay Pacific is a Hong Kong based
airline which offer cargo services in more than 141 destinations. The company was funded in the
year 1946 and is renowned as world's leading transportation hubs that employs around 20,000
people in 2010 in Hong Kong. Cathay Pacific ranks as third profitable airline and fourth by
operating profit.
Segmentation:
It is a practice that determines how companies divide or categorised target market into
smaller and approachable groups. The market segmentation is basically divide into two sets that
is Behavioural characteristics and descriptive characteristic. Behavioural characteristic include
attitude, occasion, loyalty status and so on (Basil, 2019). The descriptive characteristic consist of
demographic, geographic & psychographic segment. By the assistance of this, an organisation
optimize goods & advertising to various customer’s.
Different types of segmentation used by Tourism Business:
The travel business divide target market into different segments which are as follows:
Demographic: This segmentation take place by undertaking tourist's age, ethnicity,
religion, income, family members, marital status and so on.
Tourists classes: This type of segmentation is depends on motives & manner of touring.
There are different classes of tourists such as single tourists, Group of tourists, business tourist,
health tourist and the tourist who travel with friends as well as family.
Psychographic: The marketing team of an organisation gather information and segment
market according to attitudes, opinions, interest & overall personality (Deepak and Jeyakumar,
2019). In addition to this, Tourist industry consider the Psyche of tourist and then divide market
accordingly.
Geographic: This segmentation type consider factor like “place of origin” of tourist. This
factor plays an essential role as the tourist who belongs from different places has bringing up
with various cultures & different behaviour. It is determined that it is one of the most basic form
segmentation which is used by Tourist organisations.