Market Segmentation in Visitor Attractions

This assignment delves into the concept of market segmentation within the context of visitor attractions. It examines various methods and techniques employed to divide potential visitors into distinct segments based on shared characteristics like demographics, interests, behaviors, and motivations. The goal is to understand how these segments can be targeted effectively with tailored marketing strategies and experiences to enhance visitor satisfaction and revenue generation.

VISITORS ATTRACTION
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
1.1 &1.2 ......................................................................................................................................3
TASK2.............................................................................................................................................6
2.1) Needs and the motivation of different visitors types...........................................................6
2.2) Impact of tourism on the visitor attractions.........................................................................8
2.3)Effect of the different theories of tourist motivation on the management of visitor
attraction....................................................................................................................................10
TASK3 ..........................................................................................................................................11
TASK4...........................................................................................................................................14
4.1)Analyse different visitor management strategies................................................................14
4.2)Management techniques in relation to sustainability..........................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Visitors attraction is the most important element of the tourism sector. The visitors are
the main factor by which the tourism industry operates all its functioning. The assignment here
will elaborate all the different types of the attraction point, natural as well as the man made. The
visitors importance in the tourism industry has direct influence in the activities and the
organisations has the develop various steps as to attract the new customers towards the tourism
products and the services (Arnberger., 2012). Traditionally the attraction is been divided by the
people in majorly two types the cultural attraction and the natural attractions. The management
that the visitors attractions industries is very much required as because the organisation can be
able to sustain in the market and it will also help in the efficiency and the productivity. All the
risk that are present in the operations of the visitors attraction can be effectively. There are
different products some are tangible ans some are intangible, therefore it is also very important
for the developers of the tourists product to design in the manner that will attract the customers.
TASK1
1.1 &1.2
VISITORS ATTRACTION
Date- 28 April, 2017
Visitor attraction is the place where the customers or the tourist visits, basically it is carried
through the natural and the cultural value, natural and built beauty, historical significant,
offering the leisure and the adventures and amusement. The tourist sectors of the England is
frequently raising in the fast few year as the research of the industry has been carried out.
The historical development of the attraction has been appreciated at the beginning.
The science museum is a very beautiful attraction point in London. It is on the Exhibition Road
in South Kensington. It was established in 1857. It is the most and the best tourist attraction
point and the number of visitors annually appears here is around 3.3 million. Its foundation
stone was kept by queen Victoria. It has 300,000 items which is displayed for the visitors to
view. The attracting things are like the Stephenson's Rocket, The first Jet engine, Model of
DNA, steam engines of the early age. Charles Babbage's different working engine, Clock of the
Long Now and the documentation of the first typewriters. To attract the customers recently they

have added IMAX, the 3g cinema. The museum also has many things that are related to the
medicines which has been collected by Henry Wellcome.
The customers get attracted to these things and this way the attraction of the sites get increases
and it will directly help in the revenue generation of the nation
The national tourist agency wishes to attract the customer so that they can be
able to earn the profits and the sustainability in the market. The caves, beaches, seashores are
the natural places where the visitors can be offered the trip. The natural places are the most
effectively visited by the tourists as because it has the natural beauty and the specification that
the man made things can never inculcate. The beauty that has been created by the god has is
value and the features that attract the customers and praised by them.
There are various sites which are build by the people to attract the visitors. These
are the places which are comparatively expensive to the natural visitors attraction and the
architecture that are present in the man made things are quite impressive that the customer get
influenced with its beauty and the willingly pay lots of money to visit and view the features and
the art of the people.
The visitors attraction also includes the sports, events conferences and the fairs. There
are many occasional and seasonal activities that are carried out to attract the visitors. For
example the sports are conducted in very large level and the visitors that visit to see it are in
large number. The crowed get collected to view these sports. There are fairs that takes place
where the people of the world travel long to the places to entertain themselves.
Although the man made things and the places the monuments are very attractive but the core
beauty and the satisfaction the the customers want can only be availed through the natural
visitors attractions. In the natural attraction the visitors can go for various activities that are very
adventurous and the most attracting.
The people gets the relaxing and satisfactory feeling by the natural visitors attraction
points. The conferences and the seminars are also held in the large level in the halls and the
auditoriums which are done in local national and international levels. All these are the factors
that influence and attract6 the customers towards its beauty and art. The historical visitors
attraction and the heritage of the nations has also contributed in the customers attraction, and
the keen and curiosity of the visitors to view and understand the core reason of the sites has
increased the tourism industries growth and sustainability.

Therefore the scope of the visitors attraction is very high in the current era as because the
most part that contributes in this actions is the customers. With the help of the visitors attraction
the organisation gets a lot of help and the it can able to attain the maximum ratio of the profit
and the survival of the firm does not get hampered.
The foremost important thing is the opportunity that gets arises in the market
for the business making people. They get the chance to develop a new business as to compete in
the market. With the help of the visitors attraction the firms can be able to diversify the product
and the market. The tourist attractions are not only made by the man but also there are many
destination that are naturally built and that can attract the customers the most effective ways.
The tourist attraction plays a very important role in the generations of the revenue. With the
help of the visitor attraction the generation of the local employment become possible. With the
maximum offerings of the tourists attraction the employment and the earning sources can be
developed and the unemployed will be able to live a improved life.
The important factors is that the new market of the people can be able to attract
towards the organisation's products and services. It also contribute in the whole destination
package that has been provided to the customers. The revenue could be generated with effective
manner in the nation and the economy can become improved with the visitors attractions. The
visitors has lot of money to spend and the benefits are taken by the firm. As because they spend
money on different things like food, sports, shelter etc this will help the organisation to earn
money in bigger ratios.
Every places and the sites has its own value and the specification. The heritage and the
historical destinations has the beauty, the creativity and the value which is very much required
for the customers attractions. The destinations has its own contribution in attracting the
customers towards the sites. With the architecture and the art of the heritage the customers itself
gets attracted and the visiting sites gets the value and get famous.
The prior and the major objective of the visitors attraction is to promote and market the tourism
sectors. The visitors attraction plays a very vital role in the development of the organisation's
environment and it also helps in the attraction of the customer. With the help of this the nation's
economy will also get improved and the living standard of the nations people become better.
The destination will enhance the locality and the people living at that surroundings.
The visitors attraction will develop the nation's condition and it will help the country to

compete with the international market in the tourism industries.
The very important area which positively get influenced if the employment. With the help of
this the employment opportunity get generated, because of this the number of unemployed get
the opportunity to work, earn and live their life in an effective and better manner. The need of
the manpower is very must in the visitors attraction and the tourism therefore the people gets
the chance to work in the sites. For carrying out the operations at different levels the employees
are required and also to make the customers feel comfortable and to make them understand all
the things about the sites and the destination the people is very much needed.
TASK2
2.1) Needs and the motivation of different visitors types
Market segmentation of the industry in the visitors attractions.
Market segmentation means the market of the company where it is operating has to be divided in
parts so that they services can be designed on the division of the market and the target groups.
The organisation has the opportunity to cover the differentiated market by providing the services
accordingly (Bryce, Curran and Taheri., 2015). The market can be divided into various
categories such as follows-

1. Geographic segmentation- In this types of the market segmentation the organisation use
to divide the market on the basis of the geographical factors. The areas on which the
market can be divided are done by the firms. On the basis of the geographical structure
like the country, nation, states, regions and cities the market get divided. Depending upon
the segmented market the organisation's attraction and destination planner use to design
therefore it become more beneficial and comfortable for the visitors to avail the services
as well the organisation can be able to attract the visitors in large ratios (Changbo and
Jingjing., 2011).
2. Demographic- In this types or the method of the market segmentation the organisation
divide the market into the demographic manner. The age of the customers, gender,
Method of market segmentation in visitors attraction point

family, income and education. On this basis the organisation design the package of the
attractions of the visitors.
 The age division helps the customers to avail the services accordingly is the age package
that the customer want is of 5-10 year and the package that are offered by the
organisation does not many times able to meet the customers demand therefore the
market has to be get divided on the basis of the age factors so that every age group can be
able to get the correct choice of the destinations and the attraction points.
 The gender segregation of the market has also to be carried out. On this basis several
destination and the attraction points can be designed so that the people according to the
available and differentiated packages can avail and with this the customers also get
increased.
 Income earned by the people of the society are also one of the factor that has to be
considered by the organisation while dividing the market. The offering by the firm can
also be done on the basis of the income level of the society's people. This will promote
the tourism industry as well as the attraction of the customers can be done (Cheng, Lin
and Du., 2013).
3. Behavioural- The organisation focuses on the buying behaviour of the customers. The
way the people use to purchase the particular things and the services related to the
tourism industries are been very keenly studied by the organisation and then they plan
and design the package that has to be offered to the customers, hence the market
segmentation done on the basis of the behaviour of the customers also help the
organisation to attract the customers as well as to help in the sustainability and the growth
of the industry. The status of the users of the society also plays a very important role in
the visitors attraction of the firm.
4. Psycho graphic- This market segmentation is done on the basis of the consumers attitude,
personalities, lifestyle and the social class on its behave the organisation use to divide its
visitors for the package(Connell, Page and Meyer., 2015).
The motivational factors of the visitors are as follows-
 The place and the destination is the factor that definitely influence the customers or the
visitors.
 Attitude of the visitors also influence the motivational factor of himself.

 The family and the age of the consumer also motivate the person for availing the tourism
packages
2.2) Impact of tourism on the visitor attractions.
The tourism puts a great impact on the visitors attractions as because there are many
factors that are the part of the tourism that has the direct connect of it with the services of the
packages and the trips. The organisation has to consider several things so that the customers can
be able to choose the products and the services of the firm. It will be very difficult to manage the
issues of the customers as because they bring such situations that the firm not even had thought
of it. The following are the factors that gives its impact on the visitors attractions (Del Chiappa,
Andreu and G. Gallarza., 2014.).
 Overcrowding and Carrying capacity- Many a times the organisation in the greed and the
objective of the profit maximum take a number of tourist or the visitors to the same
destination which most of the time affect the customers view towards the organisation as
because they might be willing to have a calm n peaceful trip but the firm take many
visitors together at the same time at the same location which create a situation of hustle
and bustle all around and the customers who chose for the destination will not able get
the satisfaction that they actually can get by less number of the visitors. The customers
get disappointed with the firms services and may they can switch the service this will
directly impact on the operations of the organisation and the growth of it.
 Pollution- The customer also faces the traffic related issues like the pollution. The
transportation facilities that the customers are getting might affect the motivation and the
satisfactory level of the customers. Pollution is the factor that changes the positive mood
of the customers, this will spoil the customers trip that they have chosen and this may
also cause health issues to the person who is availing the services.
 Accidents- The situation of accidents to certain destination also plays the important role
in the package that the organisation designs (Dong and Siu., 2013). The firm should not
choose the places where the cases of the accidents have found many times, if it happens
then the customers will not wish to go for the services that the organisation is offering,
although the company will provide the best health and safety facilities to the customers
still they will not opt the services of the firm to the particular destinations. There are

chances that the transportation facilities that the organisation is planning to provide to the
customers are not as appropriate as because they might have face many problems with
that and many accident cases are there against the transportation company that the
organisation is choosing then also the customers will deny to take the chance to avail the
services by the firm.
 Local community- the destinations chosen for the visitors must be good and the local
community should be good as well because the visitors want the surroundings to be
soothing and comfortable so that they can enjoy the trip in an effective manner is the
community is against any of the thing then the customers get irritated with this and the
trip of them get spoiled hence the organisation must focus of the place and its
surroundings when ever choosing it
 Facilities- The best facilities has to be provide to the customers so that they can be
satisfied with the services and can get more attracted to the products of the organisation.
 Education and training- The destination that has been chosen should be providing the
information and the knowledge to the visitors, if the college and the schools students are
the customers ten the destination should be in the favour of the selected group of the
market (Fang, Kucukusta and Law., 2016).
 The destinations- The most important factor that has a big impact on the customers mind
and the motivation because the destination should be satisfying the needs and the wants
of the customers, if the customer is willing to sit calm at the sea shore or at the beach,
instead that the organisation provide some other destination then the customer
2.3)Effect of the different theories of tourist motivation on the management of visitor attraction.
There are few theories that the organisation follows as to sustain in the market and also
promote the customers to the utilise the resources of the leisure and satisfaction in an effective
manner. The organisation has the impact of these theories in the actions of the firm.
1. Responsible tourism- the responsible tourism means that the effects of the tourism
industry on the life and the behaviour of the customers (Garrod, Fyall and Reid., 2012).
The actions that are carried out by the tourism industry's effect on the ecology,
community and the people and they try to overcome the impacts of the tourism by
providing the bes services and also improved form of tourism conditions. This is
basically described in the different ways of the tourism like the fair trade tourism, green

tourism, sustainable tourism, ecotourism and alternative tourism. The responsibil8ity of
the tourism industry lies upon the surroundings and the organisation has to implement all
the possible policies which will help the environment and the local community safe, clean
and harmless.
 Fair trade tourism- This is the trade through which the organisation can be able to
provide various benefits, the local community people can be able to get the employment,
the customs are get by the local restaurant and the money that has been invested will
remain in the local market.
 Green tourism- This assures by the organisation to the customers that they will be
availing the good environmental policies. There are various types of the green tourism in
the scenario with the organisation can implement so as to keep the surroundings safe and
healthy and clean.
2. The smart consumer theory- This is the theory on which the responsibilities and the
duties of the consumers lies. The customers are also very much responsible for the safety
of the place where he visits. The customers have to contribute in the safeguard of the
environment and all those destinations where he visits (Kastarlak and Barber., 2011.).
TASK3

TASK4
4.1)Analyse different visitor management strategies.
The organisations uses several strategies to attract the customers and to manage the
visitors. The best out of many alternatives of the strategies has to be selected by the organisation
as to increase the number of the visitors and the customers towards the products and the services
of the organisation. The project can only be implemented in the effective manner when the
organisation will use the strategies in an appropriate manner (Xiao-Ting and Bi-Hu., 2012). The
organisation's success and the sustainability can be attained with the help of the strategies that
they have to maker very impactful. The supply and the demand are the factors through and
according to which the organisation can make the strategies and the operations can be able to
carried out in a proper and smooth flow. This will influence the customers and will also help in
providing the best services to the visitors and they can get the maximum satisfaction out of it.
The science museum has to be managed in the effective manner with the use of the several
strategies. As the site is very effectively running its operation, the management strategies has to
implemented as according to the functioning of the museum. It is been visited by large number

of the people from the world around. Therefore to increase the visitors it is very much important
for the site management team to take proper care of the museum.
There are some considering aspects that the organisation has to follow to make the strategies
according to the customer's choices and preferences, they are as follows-
 In the peak time the organisation increase the timings so that the customers can happily
able to book the services in the prior notice so that they can be able to avail the services
in the peak period as well. This is the bes way by which the organisation can attract the
customers as well as they can maintain a healthy relationship with the customers.
 The quality services has also to be increased so that the organisation can provide the best
services to the customers. It will also help in the reduction of the defects that the
customers faces mostly in the services offered by the cited organisation.
 All the accommodation part also has to be fulfilled according to the requirements of the
customers. This is the also one of the important factor that the organisation must follow
as to attain and to retain the customers.
 Innovation is one of the most effective strategy that the organisation can implement in its
operations and services so that they can continuously attract the customers (Swarbrooke
and Page., 2012). As to grow and to maintain the sustainability in the market the
organisation must have to follow the strategy, innovation really play as very important
role in the development and the attraction of the visitors and the prospects.
4.2)Management techniques in relation to sustainability.
In the context of the visitors management process and the travel and tourism the
sustainability is the most important factor that will help the organisation to enhance the current
situation. The organisation has to manage the very aspects related to the visitors attraction so that
they can be able to sustain ans the customer can visit in large numbers. Repeat business means
that the customers are visiting the organisation again and again many a times they are using the
same and similar services of the same organisation. This will very effectively helps the
organisation in the expansion and the growth of the business (Sheng and Chen., 2012). There are
certain things with which the sustainability can be attained they are as follows-

 To achieve the targets it is very necessary for the organisation to provide the services in
the best possible manner this will attract the customers more and they will have a positive
impact of the services.
 The environment safeguard is also the aspect through which the sustainability can be
retained by the organisation. It is very must for the organisation to safe and protect the
environment and the surroundings of the chosen destination.
The sustainability is the very important part of the competitive market. Hence the science
museum of London has to act upon various activities of the management strategies. The services
and the offering have to be in very appropriate manner so that the visitors can visit the place
more frequently. The market has lots of competition as the visitors are increasing in large
number. To be in such market the certain steps and the responsibility that Science museum has to
fulfil. The environment and the related things are to be safeguard by it so that the government's
support will also motivate the visitors to visit this place.
CONCLUSION
With this report the reader will be able to understand the importance of the visitors
attraction and the different types of its through which the organisation can be able to segregate
the market. The impacts of the different theories like responsible tourism and the smart consumer
on the motivations of the tourism. There are various issues that affect the development process of
the visitors attraction it has also been included in the report study. The different issues and the
problems that the organisation faces are also described here (Page., 2014). With this the different
management strategies of the visitors has been analysed and the effectiveness of the operations
can be attained through them. It also help the organisation to evaluate the techniques and
methodologies of the management as to sustain and retain in the tough competitive market.

REFERENCES
Books and Journal
Arnberger, A., 2012. Relationships between national-park affinity and attitudes towards
protected area management of visitors to the Gesaeuse National Park, Austria. Forest
Policy and Economics. 19. pp.48-55.
Bryce, D., Curran, R. and Taheri, B., 2015. Visitors' engagement and authenticity: Japanese
heritage consumption. Tourism Management.46. pp.571-581.
Changbo, S. and Jingjing, P., 2011. Construction of low-carbon tourist attractions based on low-
carbon economy. Energy Procedia. 5. pp.759-762.
Cheng, S.F., Lin, L., and Du, J., 2013, December. An agent-based simulation approach to
experience management in theme parks. In Simulation Conference (WSC), 2013 Winter
pp. 1527-1538 . IEEE.
Connell, J., Page, S.J. and Meyer, D., 2015. Visitor attractions and events: Responding to
seasonality. Tourism Management,. 6, pp.283-298.
Del Chiappa, G., Andreu, L. and G. Gallarza, M., 2014. Emotions and visitors’ satisfaction at a
museum. International Journal of Culture, Tourism and Hospitality Research. 8(4),
pp.420-431.
Dong, P. and Siu, N.Y.M., 2013. Servicescape elements, customer predispositions and service
experience: The case of theme park visitors. Tourism Management. 36, pp.541-551.
Fang, B., Ye, Q., Kucukusta, D. and Law, R., 2016. Analysis of the perceived value of online
tourism reviews: Influence of readability and reviewer characteristics. Tourism
Management. 52. pp.498-506.
Garrod, B., Fyall, A. and Reid, E., 2012. Engaging residents as stakeholders of the visitor
attraction. Tourism Management. 33(5). pp.1159-1173.
Kastarlak, B.I. and Barber, B., 2011. Fundamentals of planning and developing tourism. Pearson
Higher Ed.
Leask, A., 2010. Progress in visitor attraction research: Towards more effective management.
Tourism management. 31(2). pp.155-166.
Leask, A., Fyall, A. and Barron, P., 2014. Generation Y: An agenda for future visitor attraction
research. International Journal of Tourism Research.16(5). pp.462-471.
Page, S.J., 2014. Tourism management. Routledge.
Sheng, C.W. and Chen, M.C., 2012. A study of experience expectations of museum visitors.
Tourism management. 33(1). pp.53-60.
Swarbrooke, J. and Page, S.J., 2012. Development and management of visitor attractions.
Routledge.
Xiao-Ting, H. and Bi-Hu, W., 2012. Intra-attraction tourist spatial-temporal behaviour patterns.
Tourism Geographies. 14(4). pp.625-645.