Tourist SelectionTourist SelectionStages in Decision Process:Stages in Decision Process:

1.1. Identify many different groups of tourists that may be relevant to Identify many different groups of tourists that may be relevant to the destinationthe destination

2.2. Describe/build complete profiles of the different groups of touristsDescribe/build complete profiles of the different groups of tourists

3.3. Select groups of tourists best suited to the destinationSelect groups of tourists best suited to the destination

4.4. Examine the appropriateness of the resulting portfolio of tourist Examine the appropriateness of the resulting portfolio of tourist groups, both now and in the futuregroups, both now and in the future

Identifying groups of touristsIdentifying groups of tourists

staying visitorsstaying visitors

sameday visitorssameday visitors

domestic visitorsdomestic visitors

international visitorsinternational visitors

leisure touristsleisure tourists

business touristsbusiness tourists

VFR touristsVFR tourists

packaged touristspackaged tourists

independent touristsindependent tourists

Other variables for describing groups of touristsOther variables for describing groups of tourists

Trip variablesTrip variables

(purpose of travel, benefits sought by tourist, expectations of (purpose of travel, benefits sought by tourist, expectations of standards for trip, distance living from destination, spend per standards for trip, distance living from destination, spend per head/day/trip, spend by component, e.g. accommodation, shopping, head/day/trip, spend by component, e.g. accommodation, shopping, sources of information used, etc..)sources of information used, etc..)

Personal variablesPersonal variables(gender, marital status, age, nationality, education, occupation, (gender, marital status, age, nationality, education, occupation, mediahabits, previous travel experience, lifestyle and attitudes, mediahabits, previous travel experience, lifestyle and attitudes, etc..)etc..)

To design a strong portfolio of tourist groups:To design a strong portfolio of tourist groups:

Will the tourist segment help the destination to meet its goals and Will the tourist segment help the destination to meet its goals and objectives? In the short, medium and long term?objectives? In the short, medium and long term?How many tourist segments should be selected?How many tourist segments should be selected?How compatible are the different tourist segments with one another?How compatible are the different tourist segments with one another?How many segments are in a growing market, a declining market or How many segments are in a growing market, a declining market or a stable or mature market? In short, does the portfolio look a stable or mature market? In short, does the portfolio look balanced?balanced?Is the destination over-reliant on any one or two segments? What Is the destination over-reliant on any one or two segments? What action is required to reduce the problem?action is required to reduce the problem?How resilient is the portfolio to distruption by external events, such How resilient is the portfolio to distruption by external events, such as political activities or natural disasters?as political activities or natural disasters?What does the portfolio look like when tourist segments are What does the portfolio look like when tourist segments are examined by time or month of use?examined by time or month of use?Does the portfolio of tourist segments offer enough flexibility to Does the portfolio of tourist segments offer enough flexibility to individual providers of tourism at the destination?individual providers of tourism at the destination?How realistic is the portfolio in the context of the national How realistic is the portfolio in the context of the national framework?framework?

Table: Destination X portfolio of tourist segments Segment Figures for

segment size

Importance to destination

Benefits sought

Trip characteristics

Personal characteristics

Retired Couples

14% of total tourist groups 10% of total tourist spend

Overall 4 Off-peak 1 Importance increasing

Relaxation, peace and quiet, sense of tradition and history, physical comport

2-3 nights arrive by car, book direct, off-peak arrival, rely on word of mouth, joint decision

Retired married couples age 65+,city-based socioeconomic groups, house or flat owners

Defining TouristDefining Tourist

• Tour-ist : One who travels for pleasure Tour-ist : One who travels for pleasure (The American Heritage Dictionary)(The American Heritage Dictionary)

• One who travels for pleasure or cultureOne who travels for pleasure or culture(The Merriam-Webster Dictionary)(The Merriam-Webster Dictionary)

• One who visits a place for pleasure and One who visits a place for pleasure and interest, usually they are on holidayinterest, usually they are on holiday

(The Cambridge Online Dictionary)(The Cambridge Online Dictionary)

c.1320. “ a turn, a shift on duty” from O.Fr. c.1320. “ a turn, a shift on duty” from O.Fr. Tour, tourn “ a turn, trick, round, circuit, Tour, tourn “ a turn, trick, round, circuit, circumference”, from torner, tourner “to circumference”, from torner, tourner “to turn”, from L. tornare “to polish, round of, turn”, from L. tornare “to polish, round of, fashion, turnnon a lathe”. Sense of “a fashion, turnnon a lathe”. Sense of “a travelling around, journey” is first recorded travelling around, journey” is first recorded 1643. The verb is attested from 1746.1643. The verb is attested from 1746.

(The Etymological Online Dictionary)(The Etymological Online Dictionary)