PSYCHOGRAPHIC SEGMENTATION

Psychographic segmentation in the tourism and hospitality industry involves dividing

customers into groups based on their attitudes, values, personalities, opinions, concerns,
interests, and lifestyle choices. By understanding the motivations and preferences of different
customer segments, businesses can tailor their marketing strategies and offerings to meet their
needs better.

One example of real-life businesses implementing psychographic segmentation in the Tourism

and Hospitality Industry in the Philippines is El Nido Resorts in Palawan. They have successfully
implemented psychographic segmentation by targeting the segment of travelers seeking a
tranquil and nature-focused getaway. El Nido Resorts operates eco-friendly resorts in Palawan,
offering guests the opportunity to involve themselves in the natural beauty of the area while
minimizing their environmental impact. They provide amenities, services, and activities like
guided nature tours, snorkeling, and diving, allowing guests to connect with the pristine marine
ecosystem. This strategy resonates with the psychographic traits of tourists and travelers
seeking authentic and worthwhile travel experiences

By implementing this segmentation strategy effectively, El Nido Resorts has been able to
showcase and create a special offering that appeals to travelers will lead to increased bookings,
and more likely to recommend the place to others based on behavior, feedback, and satisfaction
of tourists or guests. This indicates how psychographic segmentation can be effectively applied
to adapt experiences and attract specific customer segments in the tourism and hospitality
industry.