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Question:
Select two of the common segmentation techniques used in tourism marketing (Geographic, Demographic, Psychographic, Behavioural or Benefit-based). Read at least two academic journal articles per segmentation technique (a total of at least 4 journal articles) and critically analyse each technique before arguing which technique you feel is more effective to market to a destination.
The paper will be divided into four parts:
Introduction identification of the two techniques and justification why each technique was chosen
Critical analysis of segmentation technique 1 ,including a discussion of its relative strengths, limitations, ease of effectiveness and ease of application
Critical analysis of segmentation technique 2 including a discussion of its relative strengths, limitations, ease of effectiveness and ease of application.
Discussion and conclusions to identify and discuss which technique or group of techniques you feel is most suitable.
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