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Homogenisation
- the act of making something homogeneous or uniform in composition
- Tourists are not all alike, in fact they are staggeringly diverse in age, motivations, level of affluence and preferred activities
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Emic research
- Based on the perspective of the participant
- open ended interview style of research
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Etic research
- Based on the persepective of reasearcher on tourist behaviour through reports
- closed questions involving predetermined categories
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Social representations
Shared views often akin to stereotyping about a phenomena or group of people (such as tourists)
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What can social representations be tied to?
- Nationality - diferrences in appearae and behaviour
- Age - generational differences
- Affluence (wealth) - particularly if wealth gap betwee hosts and guests is large
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Social Roles
a role is a formal sociological term for the position a person occupies in society
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Role extensions
- Role ambiguity - expectaions associated with the role are not clear
- Role distance - disassociation from the role (eg thinking of others as inconvenient tourists when you are also a tourist - in line for a ride)
- Role conflict - two or more positions that the person occupies result in a clash (eg want to buy souveniers however they are made in sweat shops)
- Altercasting - adoption of a complimentary role to fit with others (eg tour bus - stuck on time and tour schedule)
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Classification of tourists - criteria used
- Distance travelled
- Purpose of the trip
- Residence of traveller
- Length of stay
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Liminality (Role Transitions)
- Normal State - persons normal day to day life
- Liminoid State - Threshold state in which the tourist is in a state of transition
- Post-Liminoid State - return to normal everyday life
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What is market segmentation?
the division of the tourist market into distinctive roups that are presumerd to be relatively homogenous (similar) in terms of their charactersitics and/or behaviour
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Reasons for market segementation:
- narrowing the focus
- identifying 'targets'
- assisting understanding
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Examples of ways to segment the market
- culture
- religion
- age
- destination
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Segmentation trends
- Mass market - "the tourist"
- Simple marke segmentation - "older adults" "young couples"
- Multilevel segmentation - "wealthy older adults" "asian older adults"
- Niche markets - "postal code 0000"
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3 step process to market segmentation
- 1. divide (eg, geographically or by purpose of trip)
- 2. differentiate (eg behavioural or by holiday activities)
- 3. describe (eg demographically or geographically)
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Considerations for effective market segmentation
- measurability - must be meaningful
- size - is the market large enought to worry about?
- homogeneity - group must be similar to each other but different to others
- compatability - values etc of market
- actionability - how will you access big/good enough market
- durability - will the market last?
- relevance - does the segmenataion make sense
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Approaches to market segementation
- Demographic
- Geographic
- Behavioural "tripographic"
- Psychographic
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Demographic segmentation
- Gender and gender orientation
- Education, occupation and income
- Race, ethnicity and religion
- Age and family lifecycle
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Geographic segmentation
- Region and country of origin - continents, regions, countries
- Sub national origins - postcodes, states
- Urban and rural origins
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Behavioural segmentation
- Trip purpose
- Distance Travelled (long/short distance travellers have different needs)
- Travel party compostion
- Information sources used (marketing)
- Destination coverage and trip patterns
- Product use (activities, accommodation, transport, expenditure patterns)
- Repeat visitation and loyalty
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Psychographic segmentation
- Lifestyle (activities, interests, opinions)
- Personality types, values
- Needs, motives and emotions
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