Markets and

Destinations
 MARKETS

Markets

-A market is the prospective

travel consumer of a travel
component or a tour
package.
 LEISURE TRAVEL MOTIVATORS
 PHYSICAL MOTIVATORS- are those that relate
directly to health, wellness and the physical
enjoyment.
 CULTURAL MOTIVATORS- are those related to the
desire to know more about other peoples’ cultures
and their way of life.
 INTERPERSONAL MOTIVATIONS- are those related
to a desire to meet and make new friends in other
places.
 STATUS AND PRESTIGE MOTIVATORS- are those
related to self-fulfillment achieved through travel
and includes personal development.
LEISURE TRAVEL DE MOTIVATORS
 Cost of travel. Travel is dependent on
disposable income.
 Lack of Time. People have no time for leisure
activities.
 Health. Poor health is not conducive for travel.
 Family Stage. Inconvenience of travel with
children.
 Lack of Interest.
 Fear and Safety. The unknown is often feared.
 OTHER FACTORS THAT
INFLUENCE TRAVEL
 AGE. Young have varied tolerance for
varied and new experiences. For middle
aged, comfort is important. The elder
person prefers a less active and sedate
holiday.
 GENDER. Men have to allocate time
between family and business, work and
pleasure.
 EDUCATION. Different levels of education
determine the types of new experiences a
person is willing to accept.
 MARKET VARIABLES
 SOCIO-ECONOMIC and DEMOGRAPHIC
VARIABLES. Age, education, civil status, gender,
social class, race and religion. Their occupation
and profession will give an idea of the travelers’
background and financial stature.
 PRODUCT-RELATED VARIABLES. The travelers desired
length of stay should determine a suitable
destination.
 PSYCHOGRAPHIC VARIABLES. Personality traits and
lifestyle, Psychographic profile (allocentric,
psychocentric).
TOURISTS PSYCHOGRAPHIC PROFILE
 ALLOCENTRIC. Is derived from the root word
“allo” meaning VARIED IN FORM. An
allocentric traveler has interest patterns that
focus on various activities. <adventure,
willingness to reach out and experiment with
life>
 PSYCHOCENTRIC. Is derived from “psyche” or
self-centered, meaning centering on the small
problem areas of one’s life, and thus, confined
with a more secured and familiar sorroundings
and is less apt to go on for new unfamiliar
experiences.
TOURISTS PSYCHOGRAPHIC PROFILE………………..cont
 GEOGRAPHIC The travelers
VARIABLES.
home country, region of
residence and population density
will also help in the selecion of a
suitable destination.
 TYPES OF TOURISM
 Historical
Tourism is characterized by guided
tours to monuments, visits to churches, temples
and museums and the light and sound shows
that are representative of important historical
events.
TYPES OF TOURISM
 CULTURAL TOURISM is also characterized by
guided tours that include tasting the local cuisine
and the viewing of and participating in folk dance
performances and demonstrations and purchase
of local arts/craft as well as observance of
religious rites and ceremonies.
TYPES OF TOURISM
 RELIGIOUS TOURISM is travel for spiritual
renewal and to experience and observe the
religious practices of a locality.
TYPES OF TOURISM
 ADVENTURE TOURISM is travel for the purpose
of challenging oneself is specialized skills
acquired. It involves degree of training a
personal risk.
TYPES OF TOURISM
 ENVIRONMENTAL OR ECOTOURISM is travel for the
purpose of observing and living with exotic people
or native tribes. Environmental tourism draws
travelers to distant and not easily accessible areas
to view flora and fauna of the locality.
TYPES OF TOURISM
 CULINARY TOURISM be broadly defines as “eating
and drinking” along with the study of food
production and processing and participation in
food and beverage activities in a relaxed
environment.
TYPES OF TOURISM
 MEDICAL TOURISM can be broadly defined as a
health holiday along with a provision for “cost
effective” private medical care in collaboration
with the tourism industry for patients needing
surgical and/or other forms of specialized
treatment.
TYPES OF TOURISM
 RECREATIONAL TOURISM is typified by
participation in light sports, indoor or
otherwise, and social contacts in a relaxed
environment.
 CORPORATE TRAVEL OR
BUSINESS TRAVEL
 Corporate Travel or Business travel is sponsored
travel for financial or economic gain and for
representation purposes in private or public sector
events. This market is composed of businessmen,
corporate travelers, seafarers and land-based
contract workers.
DESTINATIONS
A destination is defined as a specific area
that a traveler decides to visit for the day or
to spend at least one night.
 An attraction is a specific site/activity found
in the destination.
 A destination must have sufficient and
adequate facilities to meet the needs of the
travelers in terms of transportation within the
destination, lodging facilities, food and
beverage outlets, attractions or interest,
activities, infrastructure and human
resources.
Destinations may be categorized on the
basis of attractions and attributes as
follows;
 NATURAL ATTRACTIONS are those attributes and
sights that are inherent of the place.
MAN-MADE ATTRACTIONS
 Are built attractions found in a destination.
 CULTURAL ATTRACTIONS are those related to the
history and way of life of a place.
MATCHING MARKETS WITH
DESTINATIONS
 Classifications of Domestic Traveler:
 Budget Traveler- college student, 17-22 years old.
Dependent on the parents for financial support and
time is subject to the schedule of school activities.
CHARACTERISTICS:
--Group Travel
--Very strong cost considerations
--Sightseeing-oriented
--Not comfort-concious
 THE REGULAR TRAVELER is employed either in
the government or the private sector. He/she
is between 23-30 years old, with a college
degree and earns between 16,000 to 33,000
pesos a month. Disposable income is limited to
vacation leaves from employment.
CHARACTERISTICS:
--May or may not travel in groups
--On the look out for the best value for money
--Site-or activity oriented
--Comfort important but not essential
 THE HIGH-END TRAVELER is definitely married
with a post graduate degree, age between
31-50 years old. Earns at least 40,000 pesos per
month. He/she is a business person or in senior
management with ample disposable time and
money.
CHARACTERISTICS:
--Individual Travel
--Willing to pay more
--Destination-conscious
--Comfort and convenience essential
 DESTINATION EVALUATION
 Destination suitability must also be evaluated on the
basis of the following criteria;
 Accessibility-all transportation to and from the
origin to destination.
 Comfort and Convenience- Comfort refers
specifically to the facilities catering to the basic
human needs while convenience includes
improvement of the basic facilities.
 Education and Entertainment- The product must
have an education value, where the visitor feels
he/she learned something new and contain an
entertainment element.
 Service, Safety and Security- The product must
meet the visitors expectations, in particular on the
human side, and must include all the prevention
of accidents and the maintenance of peace
and order.