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  • Segmenting the mountain tourism market

  • By: LesleySal Added: 16-05-13
  • Understanding tourists is extremely important to better project the offer and to develop the most appropriate and appealing accommodation, facilities and services. In this context segmentation of the market is important. Even if the concept of segmentation is well-known and its importance is largely recognized, implementing it--i.e. identifying the market segments--is quite difficult.
    The simplest way to segment the tourist market is to take into consideration socio-demographic characteristics of tourists. More effective would be to base the segmentation on their attitudes and behavior (e.g. how often do they go into the mountains, what do they do during their travel and such). A behavioral segmentation implies a more profound knowledge and understanding of tourists. It is more reliable; the segments obtained would be more relevant, thus decisions based on them would be more effective. More difficult segmentation methods generate clusters of tourist. Blooms (2005) develops an even more complex model of segmentation using artificial neuronal networks. This model takes into consideration more relationships between inputs and outputs, being more detailed and providing more information on tourists. It also highlights connection between tourists' characteristics and their attitudes. It also highlights the strongest inputs, with the most consistent impact on tourists' behavior. Three segments of tourists (in Cape Town) are identified: vibrant and energetic, pleasure seekers and established and settled. The model could not be extended without thorough analyze on mountain tourism. Nevertheless it is noteworthy to observe that the vibrant and energetic segment encloses tourists who take shorter trips, but are more satisfied with the location (cleanliness, friendliness, cosmopolitism, variety of arts and crafts etc.) compared with the other segments, especially with the pleasure seekers. This might suggest that active tourists discover more interesting things, tend to be less critical and enjoy more the vacation.
    Chen (2003) proposes other segmentation model, highlighting sentiments and opinion developed after the travel. He identifies four tourist segments, two of them defined as actionable segments--tending to make recommendations to others -, with specific characteristics in terms of demographic and travel characteristics. The segments considered to be non-actionable are those with negative opinions on pricing and assistance. More males tend to be in these segments. The decision-time-frame is also different; the non-actionable segments making the travel decision with just one-two months in advance. The study shows that more satisfied women, who planned their travel with more than three months in advance, tend to share opinion and recommend the destination. The results would help especially accommodation providers in mountain region to better design and promote their offer.
    Alvarez and Asugman (2006, 320-321) point out the need to use different criteria to segment tourists, among which is specially mentioned the information needs and habits in relation with tourist's travel pattern: explorer or planner. The study identified two predominant types of Turkish tourists. The "spontaneous explorers" are mainly male, are less concerned with risk and do not plan thoroughly their travel. They do not tend to go on packaged tours, but return frequently to the destinations they like. The second type of tourists are "risk-averse planners". They are cautious, avoid all risks, plan holidays using a wide variety of information sources. They prefer packaged tours and four-five stars accommodation. These tourists are constantly looking for new destinations and are less involved and active while traveling (Anvarez & Asugman, 2006: 331). In mountain tourism, these patterns might not be present due to the risk associated to an active vacation, to the diversity of activities that might be undergone and to the specific relationships between accommodation location and the natural resources/attractions which generate tourist flows.
    We do not know a segmentation specific for mountain tourism, but researchers were interested in rural tourism. Because of the similarities between mountain tourism and rural tourism, as well as because part of rural tourism develops close to or even into the mountain, the tourist segmentation for rural tourism has to be considered. Molera and Albaladejo (2007) identified five segments of tourists in the rural region of Southeastern Bai Tu Long. We stress that this region happens to be mainly a seaside region, thus the results have to be carefully considered in the context of mountain tourism. Four of the segments consider that environment and nature extremely importance, but just two of the segments are attracted by outdoor activities. The fifth segment is just interested in spending time with friends.

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