Marketing Essay: Segmentation of Australian Tourism in Hobart

This essay provides a comprehensive analysis of the marketing segmentation process within the tourism industry of Hobart, Australia. It begins with an introduction to marketing strategies, specifically focusing on how segmentation differentiates an organization's approach. The essay identifies Hobart as a prime destination for implementing effective tourism strategies, highlighting its potential to attract visitors and enhance its appeal. It presents a detailed segmentation plan, emphasizing Hobart's reputation as a food destination with a wide array of Tasmanian dishes, and the presence of MONA. The report outlines the city's current positioning in the Australian tourism market and discusses its potential benefits in attracting visitors, making it a compelling study of tourism marketing and market segmentation.

Running head: MARKETING
Essay on Segmentation of Australian Tourism
Name of the student
Name of the university
Author Note:

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Introduction
The following essay is based on the marketing strategy that helps to differentiate the
strategies of an organization from the other. The essay projects Hobart city of Australia as
one of the possible destinations for implementing the best strategies that can improve the
tourism of the city and make it one of the most attractive destinations of Australia. The essay
provides a clear segmentation planning by referring Hobart as a food heaven of Australia
with the availability of a large number of Tasmanian dishes in different restaurants of the
city. Apart from this the report has also presented the current positioning of the city and has
mentioned its potential benefits that can attract visitors. The presentation of the different
perspectives and positioning of the city has made the report more attractive in nature.
Selection of the Home State/Region
The essay has been prepared by selecting the Hobart city of Australia. The city with a
small population of somewhat more than 50000 is one of the smallest cities of Australia. The
city is one of the urban capitals of the continent and is classified under the Australian
Classification of the Local Governments (tourism.australia.com 2019). The city has a vibrant
culture and consists of a large number of visiting places. A large percentage of the city
population works at different industries. The major sources of employment for the people
includes health and social services, trade, Administrative departments and many more as
such. A large portion of the economy is dependent on tourism. Tourism has been one of the
major factors for the business as because the last few years have seen a large scale rise in the
tourism business.
Use of the segmentation process by the tourism body
According to, Dolnicar (2019) the market segmentation is generally considered as a
strategic tool that helps the tourism firms to properly differentiate in between the needs of the

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different tourists and segment them accordingly. The need for segmentation is a complex
phenomenon as the people have to be segmented based on the geographical, physical,
psychological and other similar aspects (Kruger 2016).
The segmentation process in the case of the selection of the Hobart city will be the
selection of the different tastes of the visitors to Hobart. Hobart is quite famous for a variety
of different cuisines as the best Tasmanian food is easily available at the large number of
restaurants present in the city. The tourism company will thus have to prefix food and cuisine
as the basic demand for the tourists visiting the city. Thus the first area of segmentation in
this case will be food. Secondly the presence of the Museum Old and New Art, or MONA
also attracts a large number of different global visitors to Hobart.
Bases of Segmentation deemed to be important
The preliminary bases for the implementation of the segmentation process within the
city of Hobart will be the choice for food and the likings for Art (australia.com 2019). The
presence of the large number of restaurants along with the presence of the MONA Museum
helps the management of the tourism company to chalk out the segmentation process in a
perfectly smooth manner.
Reason behind the importance
The major reason for the selection of the segmentation bases of food and likings for
art lies on the presence of a large number of restaurants in the city which are quite famous for
providing authentic and the best Tasmanian food among the others available all across
Australia (Ernst and Dolnicar 2018). Apart from this the presence of the globally recognized
museum has been another factor for the selection of the following segmentation process.

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Positioning of the region in the Australian tourism market
Hobart has been one of the most visited places of Australia and has improved a lot
since the last decade. Its latest standings is at 6th among all other areas of Australia. The
latest positioning of the area makes a positive statement for the future of tourism in the
country as because it will help the tourism organizations of Hobart to pay more focus and
develop the tourism infrastructure of the place with help from the Government and other local
organizations (tourism.australia.com 2019).
Figure No 1: Position of Hobart in Australian Tourism
Source: (tourismaustralia.com 2019)
Evidence of the Strategy
The strategy of the organization is to redevelop the food culture of the city and also
pay more focus to the demographic divisions of the customers. It will be important for the
management of the company to develop an art based culture that will help to address the likes
of the different tourists.

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Characteristic of the segmentation process
The segmentation process followed by the management of the company will surely
make the customers more specific and will help the management of the company to address
the different issues related to the tourism promotion of Hobart city in Australia. It is
important for the management of the company to follow the process of segmentation and
make all the arrangements for smooth functioning of the tourism operations in Hobart.
Conclusion
The following essay has been based on the tourism market segmentation process
followed in the Hobart city of Australia. The essay has provided a very detailed description of
the total segmentation process and has been successful in providing the essay based evidence
related to the positing of Hobart among the different other Australian cities in the tourism
aspect of the company.

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References
Dolnicar, S., 2019. Market segmentation analysis in tourism: a perspective paper. Tourism
Review.
Ernst, D. and Dolnicar, S., 2018. How to avoid random market segmentation
solutions. Journal of Travel Research, 57(1), pp.69-82.
Guide to Hobart - Tourism Australia. (2019). Retrieved 28 August 2019, from
https://www.australia.com/en/places/hobart-and-surrounds/guide-to-hobart.html
Kruger, M., 2016. Crowds to consumers: an event-filled perspective on market segmentation
in tourism research.
Moscardo, G. and Murphy, L., 2016. Using destination community wellbeing to assess tourist
markets: A case study of Magnetic Island, Australia. Journal of destination marketing &
management, 5(1), pp.55-64.
Tkaczynski, A. and Rundle-Thiele, S., 2019. Is destination marketing missing the mark? A
Fraser Coast segmentation analysis. Journal of Destination Marketing & Management, 12,
pp.12-14.
tourismaustralia.com(2019).Retrieved28August2019,fromhttp://www.tourism.australia.com/
content/dam/assets/document/1/7/2/i/5/2009453.pdf