Market Segmentation Analysis for Tourism

This assignment provides a comprehensive review of market segmentation analysis in the tourism industry. It covers various types of market segmentation, including geographic, demographic, psychographic, behavioral, and lifestyle segments. The document also discusses the importance of identifying target markets and developing effective marketing strategies to cater to these segments. With a focus on the tourism industry, this assignment aims to help students understand how market segmentation can be applied in a real-world context.

VISITOR ATTRACTION
MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Overlap of visitor attractions in relation to specific type of attraction.............................1
1.2 Importance of different visitors attraction........................................................................2
TASK 2............................................................................................................................................4
2.1 Motivation and needs of various visitor types..................................................................4
2.2 Impacts of tourism on visitor attraction............................................................................5
2.3 Effect of various theories of tourist motivation................................................................6
TASK 3............................................................................................................................................7
Covered in PPT.......................................................................................................................7
TASK 4............................................................................................................................................7
4.1 Different visitor management strategies...........................................................................7
4.2 Management techniques and tools in relation to sustainability........................................9
CONCLUSION ..............................................................................................................................9
REFERANCES..............................................................................................................................11
.......................................................................................................................................................12

INTRODUCTION
Visitor attraction is very important and essential part of every travel agency in order to
attract millions of tourists quickly. Every person having his/her own interests that are highly
based on their attitudes, norms, culture and beliefs. Tourist attraction are different places,
locations, man-made structure and objects that have an effective or efficient charm to local
residents and tourists (Barros and et. al., 2011). Attractive destination plays an essential and vital
role in encouraging a large number of individuals to visit. One of the attractive and popular
destinations is London eye which is located in London city. It is famous place which encourage
different number of tourist for visit happily.
This report is based on National Tourism agency which is a famous company to provide
secured and safe visit to their customers. They are popular for their unique facilities such as
adventure, entertainment, free food and other essential services. This assignment consists of
different types of attractions and their importance in the business. Motivation of visitor attraction
and effects of different theories are also shown in this study. In the development of tourist
attraction, there are various processes and potential problems which are discussed here. At last,
different management strategies and techniques of visitor attraction are also determined in this
report.
TASK 1
1.1 Overlap of visitor attractions related to specific types of attraction
Visitor attraction is an essential component which highly contributes in development,
growth and success of the country as well as firm (Visitors attraction management, 2017).
Various special places or destinations are tourist attraction at which people are more interested to
visit. These destinations are the important components of travel and tourism industry. Some
places attract a large number of visitors as these are historic and beautiful destinations. Natural
beauty of these places encourage visitors to visit more (Dewhurst and Thwaites, 2014). It
administers the employment, benefits and profits to many people. Crowded situation is created if
there are many people present at a single place, it refers to overlapping. It is the main problem
confront by the visitors during travelling. Due to gathering of large number of population at a
particular place, sometimes, people avoid to visit that place or they lose their interest to travel
that specific destination.
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Thorpe Park is a destination attracted by more number of visitors as they administer
effective services to its customers who stay in their resort. They provide such facilities which
encourage visitors to visit again that place. Another destination known as London eye is a
famous place which attracts the travellers more. National Tourism Agency attracts many visitors
who want to visit special destinations. They provide effective and efficient holiday packages to
travellers at minimum cost so that they would visit various destinations easily and satisfy their
needs. They include many destinations including beaches, caves and other places with natural
beauty in their trip plans so that visitors can visit these places and feel happy as well as enjoyed.
It also provides higher profits to the firm as large number of travellers help travel and tourism
agency in generating high revenues (Di Domenico and Miller, 2012).
Uniqueness of some destinations attracts the visitors more. Effective services provided by
company to its customers assist in satisfying their needs as well as motivate and encourage them
to visit more. Quality services assist in improving the performance of tourism sector. It
contributes the firm in attaining growth and sustainability in market. Exhibitions and events also
play an important role in attracting more visitors. Natural beauty of the places provide peace to
visitors and they feel happy as well as satisfied after visiting these places. Main aim of
developing visitor’s attraction is to earn higher profits. Travel and tourism sector highly
contribute in the growth and development of economy. Attractions of visitors are categorised
into cultural, man-made and natural attraction. It is analysed that people of different age groups
attracts towards various things. Old age people emphasize on visiting historical and cultural
places. Film makers, poets and directors also visit these kinds of places. Teenagers and young
people attract more towards the destinations with natural beauty. They like to visit more on those
places which are filled with adventures. On the basis of size, nature and location of attraction,
number of people visit the destination determined. Some attractions also play a part of
motivation and are important pull factors in context of visitors in selecting their destination.
Services related to tourism are not required for the company to attract million customers
(Gössling and et. al., 2011).
1.2 Importance of different visitors attraction
Visitor attractions have their own significance and these are important prospects for
foreign exchange all over the world. The need of foreign exchange is important for each and
every country as it contributes in its growth and profitability. It includes exchange of currency in
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which currency of other country is entered into domestic place and creates value. Currency rates
are changing constantly every day as per their value. Tourism is defined as products and services
consumption in turn of money. The main aim of tourism is cultural norms, historical
implications, natural beauty of different places, values etc. Visitors highly contribute in
increasing the profitability and growth of country. Some places such as London eye, Thorpe
Park, etc. are the famous destinations towards which large number of visitors get attracted. These
places are visited by the people of other as well as domestic country. London Eye provides range
of goods and services to its visitors including river cruises, various themes crossways rivers,
Ferris wheels, historic buildings, etc. The main objective of this destination is to administer
diversified products to its visitors (Hartmann, 2014). They offer services such as catering, high
quality food, corporate halls for meetings, catering and transport services etc.
A particular destination provides financial benefits to the companies related to travel and
tourism sector. Visitors spend high amount of money on visiting different destinations and create
good memories over there. Tourism companies emphasize on providing high quality services to
its customers in order to satisfy them by fulfilling their needs and demands. It creates good
image of the company in the minds of visitors which assists in administering long term
sustainability to firm in the market place.
Cultural visitors attraction: It includes museums, galleries, intellectual creation,
historical places etc. that creates value of the destinations that are related to past. People with old
age and youths are more attracted towards these destinations. In order to get knowledge about
history, poets and writers also visit these places so that relevant information can be collected.
Natural visitors attraction: In present scenario, people want to feel relaxed for some
time. They need break from daily routine life. These kind of people attract more towards these
destinations as they want some mental peace. Places with natural beauty helps in releasing
tension and stress. These places includes sun rise and sun set views, seas, oceans, trees, etc.
Natural places are very peaceful and due to this reason, people prefer these kind of places more
now a days (Henderson, 2011).
Man made attraction: These places are created by human efforts. These kind ODF
destinations are beautiful as well as attractive as these are creative and designed by people with
unique minds. It includes pyramids, towers, great wall of china etc.
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Main objective of these destinations is to attract more visitors towards places which are
assistive in generating high profits and development of the country. Travel and tourism industries
generate high revenues through these tourist attractions.
TASK 2
2.1 Motivation and needs of various visitor types
Market segmentation: It is identify as a large number of the person and place where they
exchange their thought and opinion about market process. The attractive and popular places play
a vital role in encouraging an individual for visit happily (Jin and Pearce, 2011). National
Tourism Agency is a travel and tourism sector that ensure their travellers to giving quality and
unique products or services. They take the duty in order to make their holiday package more
effective and interesting. It is needed for tour manager to understanding the basic wants and
needs of clients in regards to provide higher satisfaction. The requirement of person are different,
so in this they have to build several affords foe determining the actual preferences and wants of
visitors in order of giving satisfactory products or services to them. Motivation is necessary to
attracting large number of customers for visit in specific destination. Visitors are classified as per
their set of aim and interest. Tourism sector is categorised according to the million number of
visitors attraction. Market segmentation is helpful and supportive in analysing the wants and
needs of clients by providing quality products or services. Market is being classified into
different parts which are determined as below:
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(Source: Types of Market Segmentation, 2015)
Demographic segmentation: In this person are categorised as per their gender, age,
occupation, income, religion, family size and nationality. In this business organisation identify
the requirement of visitors as per the segmented market. Main aim and objective of company is
to provide better services and fulfil basic needs of the customers. Due to this, business earn more
profit and revenue in few time period. Organisation making emphasis on high income person on
the basis of demographic segmentation (Kang and et. al., 2012).
Psychographic segmentation: This is identify as one of the main aspect of market
segmentation. It is categorised on the basis of personal lifestyle and value of individual. In this
interest, attitudes, perception are plays an essential role in development of products or services.
Company appoint a tour manager who is responsible and liable for completing basic needs and
wants of clients.
Geographic Segmentation: In this all market is segmented on the basis of various
criteria. This type includes density of population, subway stations, climate, city area and other
section. This market segmentation is highly effected the overall performance of National
Tourism Agency.
Behavioural segmentation: This type of segmentation is mainly emphasis of norms,
beliefs, behaviour and attitudes of person. An organisation concern towards various behaviour of
person and give unique service and product according to their response. In this all visitors are
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Illustration 1: Types of Market Segmentation

classified on the basis of various groups such as status of person, loyalty and occasion status,
readiness of customer.
2.2 Impacts of tourism on visitor attraction
Tourism attraction is very essential for travel and tourism industry, it involves negative
and positive impacts on business. Every organisation is emphasised towards rendering unique
services and products to their customers in order to increase revenue and profit of company. It is
needed for tout manager to give better facility to their target and potential clients, if the services
of an organisation is not great than it may impact the entire performance as well as directly
effected on goodwill of tourism sector (Mehmetoglu and Engen, 2011). There are different issue
such as traffic related problem, overcrowding, facilities and pollutions which are determined as
below:
Pollutions: It is identify as a vital factor that impact the tourist attraction. In the today's
world environment, population is big issue which is create in the factory and explore several
negative or harmful guess which is not good for the wealth and health of visitor. If different
factories are placed close to the particular location that it certainly affected. It is essential
responsibility for legal authority to retain in the eye of them, the are of company should be long
from tourist attraction.
Traffic problem: It is an another problem which highly effects the clients attraction in an
effective manner. Traffic is normal in each and every location, so it is not hard for nation person
to manage traffic, but in the outside of organisation is frustrated with this issue. In this million
clients are not understand regarding another countries traffic regulation, so tour manager always
gives the entire information about the specific destination (Newsome, Moore and Dowling,
2012).
Overcrowding: It is main factor that highly impact the visitor interest and behaviour. In
the today's world environment, large number of the person wants peaceful and healthy
atmospheres during their journey, so they ignore those destination which are done by different
person. Various agencies are emphasised to earn more profit as well as include million tourist in
their journey, this kind of condition cause as an overlapping. In this situation person mislaid their
attentiveness on the tourist attraction. It also impacted the business productivity and profitability
effectively.
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Visitor facilities: It is another big issue which is impacted on the company and its
business operation. Each and every clients want better facility in regards of money. In this they
offer unique services and products to their customers. National Tourism Agency emphasised on
providing better facility to their visitors in order to increase their sales and revenues (Page,
2011).
2.3 Effect of various theories of tourist motivation
The motivation there is one of the important and essential part of the company in order to
encouraging large number of the customers in a quick manner. It is helpful in promoting and
attracting different tourist to visit various destination effectively. National Tourism Agency
adopt different techniques and method of motivation for engage million tourist towards their
business entity. It support in developing sustainability and profitability for organisation in
limited time period. London Eye is a famous and popular destination which give overview of
country in one round. Company always tries to provides quality and unique services and
products to clients as per their basic requirement. Motivational tools have positive and better
effected one entire performance of business. There are two motivation theory which is apply buy
company in promoting as well as motivating their employees. So in this they are highly
motivated and easily deal with visitors in a systematic manner (Saayman, 2012).
Responsible tourism: It is identify as a best and essential tool of motivation which is
apply by National Tourism agency. One of the main motive of company is to promote and
encourage their employees so they can deal with their clients in an effective and efficient
manner. With the help of this techniques, company provide comfortable, safe and secure journey.
As per the theory, business needed to give satisfactory and unique facility to their target or
potential visitors in regards to increase business profit and sales. The government and local
authority plays an essential and vital role with motive of attracting million visitors towards the
particular destination. In this legal authority tries to help the travel and tourism sector through
maintain the place tidy and clean. Person mainly encourage towards clean and safe environment
or things. This tool also support them in decreasing negative and direct impacts from economical
and social factors. It gives better advantages to their national authorities in an effective and
efficient manner.
Smart consumer: It is also an essential and important their of motivation which is
supportive in determining the responsibility, duties and roles of tourists. It is needed by National
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tourism agency in order to mention entire duty of clients which require to be adopted by them
effectively. Main role of travellers is to maintain the decorum in particular destination. The need
and wants to developing care of an individual things. It supports to create positive and direct
involvement on the various cultural of clients attraction. This kind of theory is mainly based on
clients that display the knowingness regarding the particular place. This techniques mainly aware
about the safety activity in the business organisation as well as destination where large number
of the tourist are visit apply. So it is important for the company to achieve long term and desire
objectives in limited time period (Thrane and Farstad, 2011).
TASK 3
Covered in PPT
TASK 4
4.1 Different visitor management strategies
Each and every business organisation use different kind of strategy in order to encourage
different number of visitors towards company. The National Tourism Agency is mainly
emphasised towards maximising the visitors numbers to creating productivity and profitability of
the business entity in minimum time period. There are several kind of management strategy
which are followed by organisation in an systematic manner are as below:
Supply: It is identify as an essential process which is followed by all organisation in order to
supply effective and better services to clients. It is determine as the service flexibility which can
utilised by clients to acquire better gratification regarding the services and product quality
(Tsang and Hsu, 2011). There are different facilities which is supply the company to their
potentials and target customers are as follows: Reasonable and Comfortable accommodation: One of the main aim and motive of
company is to give comfortable facility at reasonable cost. Company tie up with famous
hotels as well as try to give best destination in order to stay comfortably. Online facilities: It is identify as a new strategy and scheme which is followed by the
organisation. With the help of this, company give necessary information regarding the
foods, various packages and room facilities. In this business entity offer online payment
services in order to make direct transaction in an effective and efficient manner.
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 Free vouchers: In order to attraction large number of the clients,National tourism agency
provides different offers and free vouchers to their potentials customers.
Demand: Tour operator of the business organisation is responsible to fulfil basis demand of the
of customers as per their preferences and needs. Visitor demand is highly influenced the business
profitability and productivity in an effective manner. In the company, product life cycle is very
essential for them to introduce their innovative services and products in marketplace and clients
mind (Waligo, Clarke and Hawkins, 2013). There are different demands of the visitors which are
as follows: Increasing capacity: In this business entity give training and other facility to their
workers to maximising basic knowledge and skill on particular subjects. So in this they
highly encouraged to deal with visitors in an easy manner.
 Easy transportation: Main motive of company is to provide comfortable journey to their
visitors to satisfying wants and needs of them. It is highly demanded by the customers so
in this, National Tourism agency gives better transportation services to their customers to
visit happily as well as taking best advantages of unique things. This facility support the
customers to make journey more comfortable and easy.
4.2 Management techniques and tools in relation to sustainability
Sustainable management is identify as a sustainability of the business entity which is
important for the growth and development of company. This will generate the capability of an
effective system in keeping the product or service quality as well as carrying the requirement of
the future and present generations by available resources. It is identify the utilization in the
classification of personal life, environment, society, businesses and agriculture by handling them,
so in this they can welfare in upcoming time (Wang and et. al., 2016).
Economic sustainability: It consists as a better system where available level of
consumption is highly fulfilled without undermining future requirement. The economic success
and development help in following qualitative and quantitative growth. At international level,
growth and development in the economic sustainability of country is highly required like foreign
direct investment and exchange etc. And national level, this will consists conversation of
economy resources and few consumption from tax evasion, money laundering and other
effective means. At national and international level system sustainability consider resources
allotment, planning or designing practices and equitable distribution.
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In the relation of sustainability in techniques and tool of management, tourist have a
direct and negative effect related to continuous poverty levels, pre sustained development and
natural facilities exploitation. Outputs of these factors is deficiency growth and success of
repetitive company. It is also create effective image of the business in the customers minds. In
order to overcomes all issue, tour operator can take environment economics, ecological
engineering, resources management and evaluation tools into consideration (Witt, Brooke, and
Buckley, 2013).
Social heritage put a sense on clients which consists lifestyle, cultural factors of
environmental factor and an individual. An instance of preservation and conversation of social,
cultural factor and heritage sights can be consider which means that if culture as well as heritage
are maintained. It is not present for the youth while it is preserved by continuing the coming
generations, it is more benefited.
CONCLUSION
As per the above mentioned report, it can be concluded that visitor attraction
management is very essential part of the business development and success. These are identified
as several special destination that attract million tourist towards the famous places. These are
assist in maximising profit and revenue for organisation. There are different number of problem
which can take effective place while encouraging the tourists these difficulty. It is require to
address all problem in accurate manner so that visitor satisfaction or fulfilment can be better
place. In order to attract large number of the visitors and fulfil its basic needs and wants
company apply motivation techniques. There are different attractive places such as London Eye
is famous destination for tourist to visit. Market segmentation help the customers and company
to aware about the product or services and market trends. Different impacts on visitor attraction
such as Pollutions, Traffic problem, Overcrowding and Visitor facilities are highly effected the
company profitability.
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REFERANCES
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Gössling, S. and et. al., 2011. Food management in tourism: Reducing tourism’s carbon
‘foodprint’. Tourism Management. 32(3). pp.534-543.
Hartmann, R., 2014. Dark tourism, thanatourism, and dissonance in heritage tourism
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Tourism. 9(2). pp.166-182.
Henderson, J. C., 2011. Religious tourism and its management: The Hajj in Saudi Arabia.
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Tsang, N. K. and Hsu, C. H., 2011. Thirty years of research on tourism and hospitality
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