HTM 3103

CONSUMER BEHAVIOR FOR

HOSPITALITY & TOURISM
CH10. The Nature of Demand in Different Segments of the Tourism Market
The Tourism Market
1) Family Market 7) Religious tourists
2) Hedonistic Tourists 8) snowbird market
3) Backpacker 9) ethnic minority tourists
4) Visiting Friends and Relatives (VFR) 10) Tourists with disabilities
5) Day-trippers 11) Social tourism
6) Educational tourists 12) Short-break market
The Family Market
Nuclear VS Extended Family
Core determinant of family market is the existence of children.
Babies
Infants
Early school-age children
Teenagers
Hedonistic Tourists
Known as The pleasure seeker.
Younger people
Ex. Club 18-30 (https://www.club18-30.com/club18-30)
Characteristics:
Prefer freedom and economy accommodation
The Backpacker Market
Characteristics:
Independent
Keep expenditure minimum
Tend to get off the beaten tourist track
Extended trip
Mostly students
Visiting Friends and Relatives (VFR)
Both domestic and international
Ex: Parents visiting students
Excursionists and Day-Trippers
Generally a domestic
tourist.
Short-distanced
destination.
A car-based market.
Can also be an
international tourist.
Example ???
Educational Tourists
Exchange students
Language Students taking
classes overseas
Themed Holidays (Ex: History
Learner/ Aquarium day tour)
Religious Tourists
One of the oldest form of tourism.
Driven by sense of duty and
obligation rather than a search for
pleasure and leisure.
Ex: The Haj pilgrimage by Muslims
to Mecca in Saudi Arabia.
The Snowbird Market
Summer Sun Holiday to get a suntan.
Snowbirds escaping cold, snowy weather to warmer locations.
Characteristics:
Long duration trips
Retired people dominated
Escape cold winter
Improve health
Make new friends
Ethnic Minority Tourists
Ex: Asian Minorities in USA, UK and Europe.
Tourists with disabilities
Mobility Problems
Ex: Senior tourists
Sight difficulties
Hearing difficulties
Ex: Accessible Tourism
http://www.accesstourismnz.org.nz/
http://www.accessibletourism.org/?i=enat.en.enat_projects_and_good_practi
ces.1311
Social Tourism
A European phenomenon.
Ex. Germany, France, Spain
Subsidized visits to health spas in
France
Non-profit making holiday centers
owned by trade union or voluntary
senior organizations.
The Short-Break Market
Weekends trip
Extended Holiday trip
Ex:
Romantic weekends in Rome/Paris
Shopping Trips
VFR trips
Health spa breaks
Fishing trips
Conclusions
Each segment of tourists has its own unique characteristics.

Tourism market is not homogenous but rather a collection of

overlapping submarkets.

Each segment is also driven by different sets of motivators.

Next Class
CH16. The emergence of new Markets and changes in Tourists
demand

Project Briefing