L05_Traveler Market Segments

L05_Traveler Market Segments - 1 Lecture 05 Traveler Market...

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+ Lecture 05 Traveler Market Segments 1 THM1311 Introduction to Tourism and Hospitality
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+ Objectives Understand the major segments of the travel market based on travel purpose Discuss factors that influence these segments Purposes of Travel: The Characteristics of Traveler Segments
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+ Primary activities: Consultations Conventions Inspections Secondary activities: Dining out Recreation Shopping Sightseeing VFR Primary activities: Socializing Dining in Home entertainment Secondary activities: Dining out Physical recreation Shopping Sightseeing Urban entertainment Primary activities: Shopping Visiting lawyer Medical Secondary activities: Dining out VFR Primary activities: Recreation Sightseeing Dining out Secondary activities: VFR Convention Business Shopping Business VFR Other Personal Business Pleasure Primary Purpose of Travel Classification of Travelers “Slicing the Pie”
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+ Leisure, 75 % Combined Business & Pleasure, 9% Business/ Convention, 25% 1,992.4 Million Person-Trips Source: www.TIA.org, 2005 The U.S. Domestic Market
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+ Is consumer but not customer Does not choose destination Travels frequently Shorter in duration Short planning period Less budget conscious Experienced, demanding Both consumer and customer Nearly always choose destination Travels infrequently Longer in duration Medium planning period Cost-conscious Less experienced, less demanding Business tourist Swarbrooke & Horner, 1999 The two major classification of travel purposes are business travel and pleasure/personal travel. Differences in Tourist Behavior Business & Leisure Leisure tourist
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+ Characteristics of Business Travel Travel Mode
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+ Q: How do they travel?
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