The definition of markets occupies a place of importance even in the tourism industry, the main thing is to get to know potential tourists and if we succeed in getting to know them there will be no doubt about success, and therefore it is necessary to identify the group of potential tourists who have positive attitudes.
Towards traveling and enjoying leisure time and feeling happy. From this, market segmentation helps tourism establishments to reach potential tourists and helps to achieve a mix of various suitable tourism products and present them to tourists.
Moreover, segmentation of the tourism markets helps to increase the effectiveness of marketing decisions and from it
Tourist countries are of great importance to the process of market segmentation, at a time when developing countries have not been concerned with segmenting the tourism markets, as it is impossible for all tourists to have homogeneity and it is impossible to control their desires and needs without classification and division.
Factors and criteria to divide the tourist markets
Tthe importance of dividing the tourist markets
One of the tasks assigned to the marketing man is his choice of the market or sector of the markets that he can serve efficiently, so he works on identifying consumers who are able to meet their desires and satisfy their needs more than others.
If we consider that the greatest importance of dividing the tourism market is an attempt to define a good consumer, then dividing the tourism market has several objectives, which we summarize as follows Criteria for dividing tourist markets
Division of markets according to. geographical criteria
By virtue of the difference in the customs and traditions of people from one region to another, it is possible to divide the tourism markets on a geographical basis, and this standard is applied especially in large countries, as it is wrong to believe that the tourism market in a country is a homogeneous market and does not differ from one region to another. A tourist service in one region is easier to market in another region, depending on the different characteristics, and from it the marketing policies used to convince the consumer and influence his decisions are also different.
Segmentation of markets on a demographic basis (age and gender)
Demography is “the study of the statistical characteristics of the human factor in a region, as tourists can be divided into segments, especially those related to size, abundance, and distribution according to age, where each age stage has its own characteristics. In addition, each gender has its own characteristics, so women’s tourism is not men’s tourism. Or the incentives that tourists seek to achieve through undertaking the tourism activity, is also considered a criterion for dividing markets, as the motives differ from one tourist to another. One is for recreation, the other is for sports, and so on … etc.
Market division according to cultural level
What is meant by the cultural level of the tourist, there can be no homogeneity in the culture of tourists, and it is therefore necessary to divide the tourist markets according to the cultural level, as the tourism of the professor and the world is not like the tourism of the peasant or the illiterate.
Segmentation of markets according to income level
The per capita income is one of the most important drivers of tourism activity, as the greater the per capita income, the higher the tourist mobility, and from it the tourism markets must be divided into
The basis of income, as the same marketing policies cannot be directed to business tourism and large international conference tourism and to ordinary or unemployed tourists at the same time. Those with high incomes tend to resort to tourism trips with a pattern characterized by extravagance in spendinh. the advantage of low-income people is spending very cautiously and simplifying tourism trips, if any.