1 minute read
Introduction
Tourists are at the heart of everything we do in domestic tourism. Whether we are a small or large business (attractions, activities, accommodation etc.) understanding our tourists* is a key component of our success.
Developing a tourism segmentation is fundamental to this understanding. And, within that, three key principles have been applied:
• Firstly, that the segmentation is developed off best in class research principles, from the framework applied, to rigorous and insightful research, which is based on innovative research tools and thinking.
• Secondly, that the segmentation must be relevant and easily applied to our everyday activities in tourism, in a manner that is both sensible and practical.
• And finally, that the model is inspirational and provides insight into future opportunities.
We are delighted to share with you a summary of the Fáilte Ireland segmentation in this document.
*In the Tourism Industry, the terminology ‘tourist’ is used when referring to people who take domestic trips. In more general terms the reference to ‘consumer’ is sometimes used.
Motivational Framework
People take many different types of trips, each with their own reason and seeking different and unique experiences. From the warmth of connection to the discovery of the awe-inspiring, travel can recharge us or deliver moments of pure joy.
While we classify the type of trips tourists take into three core buckets - visiting family and friends, to attend an event or for a holiday - these reasons often mask the actual motivations for travel.
