Considerations on the Segmentation of the Tourism Market

Abstract

A market consists of customers with similar needs. But customers in a market are never homogeneous. They differ in the benefits wanted, the amount they are able or willing to pay, the media they see and the quantities they buy. A market segment is a customer group within the market that has special characteristics which are significant for marketing strategy. In most markets the need for segmented offerings is obvious because a single product will not satisfy all the customers. Segmentation is an essential element of market strategy at all levels: for individual firms or group of firms, resorts, regions or countries.