in Leisure and Tourism
|What is target
are the different groups of customers who buy particular goods or
services. Most leisure and tourism organisations have different
types of customers who have varying needs and expectations. These
different types of customers are known as market segments. For example
a leisure centre offers a range of different products to different
groups of people. For example it may offer swimming sessions for
families on a Saturday afternoon and a disco swim for teenagers
on a Friday night.
The five most
common ways of segmenting a market are by:
Tourism organisations aim different products at a range of age groups.
For example SAGA Holidays target over 50s.
themselves in a social group or class according to their job. Institutions
such as operas mainly target people in the higher social classes
while bingo appeals mainly to those in lower social classes.
This is a mix
of work, income, family situation, social habits etc. Lifestyle
is a very important segment because the lifestyle someone has will
usually determine the leisure and tourism activities they participate
in. A young single male will have different needs to a family.
groups may have different needs. For example some independent cinemas
are showing an increasing number of Asian films.
many leisure and tourism organisation targeted particular sexes
in their marketing. For example, rugby and football were male orientated
sports and Yoga was female orientated. This is becoming less so