THE NATURE OF DEMAND IN DIFFERENT SEGMENTS OF THE TOURISM
THM 1006 (Tourist Behavior)
Paripan Keawnet
THE NATURE OF DEMAND IN DIFFERENT SEGMENTS OF THE TOURISM MARKET
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The tourism market is very diverse and product far from homogenous.
We will look at nature of demand is a number of the different segments of the tourism market which each have their own demand characteristics.
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Family market Hedonistic tourists The backpack market Visiting friends and relatives ( VFR) Excursionists or day-trippers Educational tourists Religious tourists The „snowbirdâ€&#x; market Ethnic minority tourist Tourist with disabilities Social tourism The short-break market
The nature of the family varies dramatically from one country to another. In the USA and Northern Europe the family usually means the “ nuclear family” with two parents and between one and three children.
In South Europe ,the Middle East and Asia country ,there is the phenomenon of the “extended family” with a higher number of children and the inclusion of other relatives in the holiday party.
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The core determinant in the family market is the existence of children depend on the age of the children: Babies the need is to choose a holiday where the babyâ€&#x;s safety and comfort . Infants from 2-5 years ,where a short journey to the destination , priority as the children may get bored.
Early school age children from 5-12 years old may be content with play areas and swimming pools Teenagers from 13-18 years old usually want to be independent and enjoy more adult activities.
an education trip organized by their schools an organized children‟s camp such Camp America An activity- based trip such as a PGL canoeing holiday in the UK or a farm-based vacation.
The market is traditionally associated with younger people 18-30 years old The concept of fours Ss ,Sun ,Sand,Sand and Sex tourism maybe the fifth „s‟ of Sangria .
Hedonistic tourists often travel in single-sex group of friends and prefer the freedom and economy offered by simple, self –catering accommodation.
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The heavy drinking can lead to fights and problematic relation with the local host community. The fear that much of the casual sex on such holidays in unprotected and the risk of spreading HIV or AIDS
The tourist use a rucksack or backpack rather than a suitcase of carry all they need for their trip. Independent rather than packaged travel A desire to keep expenditure to a minimum A tendency to try to get off the beaten tourist track A trip that might extend beyond the usual duration of one to two weeks of a normal holiday.
Backpacking is very popular currently in long-haul destinations such as South East and South America . In Europe there is well-known phenomenon of the „inter-railer‟ backpacker who travel across Europe by rail, discount rail-fare package offered to young people.
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People do not stay in commercial accommodation.
VFR market clearly involves a strong social motivation , can also be related to more formal occasions such as weddings and funerals. They make many new friends at college who they may visit during their vacation /or after their course has ended. They are visited by their parents in most cases and feel obliged to show them around the area
Some notable tourist flows as a result of this phenomenon are Turkish
workers travelling home from Germany to Turkey and their relatives visiting them in Turkey. Relatives travelling between the UK and India or Pakistan British people travelling to visit relatives in Australia and New Zealand
The excursionists does not wish to travel too far given that they only have one day or less available for their leisure activities . The day trip market is largely a car-based market , although coach . Day trippers are also major consumer of food and drink services and tend to make considerable use of leisure shopping facilities. Day –trip are normally domestic , they can be international.
In the UK in 17th and 18th centuries (Grand Tour) ďƒ’ Education tourism today has a number of dimension, including 1. Student exchange between university 2. Young people attending language classes in foreign country (trip to see local attraction) 3. Themed holidays like-minded people to pursue a common interest ,(archaeology , a foreign culture , painting or cooking) ďƒ’
The one of the oldest forms of tourism. The phenomenon of the pilgrimage is a highly restricted market The traditional infrastructure of religious tourism has also become attraction for the non-religious tourist,(Cathedrals and churches) Ex…The Haj pilgrimage by Muslims to Mecca in Saudi Arabia, Rome ,Jerusalem , Santiago de Compstela and Lourdes.
The first international mass tourism market was based on the summer sun holiday. ďƒ’ In Northern Europe it involves people travelling to Southern Europe destinations to escape the winter climate at home. 1. The trip are of long duration , from four weeks to four months. 2. They are normally taken by retired people who have time to take such a long vacation. ďƒ’
The motivation of older people to take such trip are not so much get to a suntan ,but by a wish to Escape the cold weather in their own state. Reduce their expenditure on heating at home. Improve their health ,suffer from illnesses. Make new friends and have a less lonely life. than they might in their own community.
Often people in these communities will have maintained contact with their original country. ďƒ’ In many developed countries few people from ethnic minorities are regular purchasers of the products of the mainstream tourism industry. ďƒ’ In the case of the Black American market that an outbound and domestic distinctive ethnic market has developed. ďƒ’
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There are many kinds of disability and degrees of disability, including: Mobility problems , ranging from elderly people who may have difficulty climbing stairs to people who are confined to a wheelchair. Sight difficulties ranging from minor impairment to a complete lack of vision. Hearing difficulties ,ranging , from minor impairment to a complete hearing loss.
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Social tourism is a largely European phenomenon . Subsidized visits to health spas for people with particular illness in France. The state and employer supported Cheques Vacances scheme in France which helps workers on lower incomes to be able to afford to take a holidays. Non-profit-making holiday centres owned and operated by trade unions or voluntary secto organizations in a wide range of European countries, notably in Germany,France or Spain.
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The short break is an additional holidays rather than a substitute for the main annual holiday. Romantic weekends for a couple in a city such as Rome or Paris or for an American couple in an old New England inn. Shopping trips ,for example , a group of women friends in the UK going to London or a party of Russian tourists flying to Paris to buy luxury goods or visit to Indonesia by a group of Singaporean tourists who want to buy authentic craft products. Visiting friends and relatives trips.
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Health farm or health spa breaks ,designed to relive stress or improve the health of the tourist. Special interest and activity breaks such as fishing trips , painting , horse-riding or golf. Breaks built around a special event whether it be a theatre performance or a football match.
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For tourism markets it is important to realize that the tourism market is not a homogenous whole but rather a collection of overlapping submarkets each with their own characteristics.