Hosted by Gary Bowerman and Dr. Jens Thraenhart, High-Yield Tourism discusses the fast-changing global tourism landscape with a focus on rebalancing visitor economy growth and development.
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Hosted by Gary Bowerman and Dr. Jens Thraenhart, High-Yield Tourism discusses the fast-changing global tourism landscape with a focus on rebalancing visitor economy growth and development.
The Challenges of Tourism Market Segmentation in a Competitive Global Landscape
High-Yield Tourism
27 minutes 20 seconds
2 months ago
The Challenges of Tourism Market Segmentation in a Competitive Global Landscape
High-yield tourism focuses on optimising source markets and segments - but is this compatible with destination capacity building? To kickstart Season 2 of the High-Yield Tourism Podcast, Gary and Jens discuss the challenges of effectively segmenting tourism markets in Asia, Africa, the Middle East & Europe. As competition to attract tourists intensifies, modern travellers want both customized experiences while displaying fragmented preferences. This means that high-yield tourism strategies should start from a consumer demand perspective rather than a destination campaign theme, slogan or tagline. But market segmentation also requires a deep understanding of national or regional assets to target the right customers at the right times with the right products and services. Easier said than done!
High-Yield Tourism
Hosted by Gary Bowerman and Dr. Jens Thraenhart, High-Yield Tourism discusses the fast-changing global tourism landscape with a focus on rebalancing visitor economy growth and development.
