Basic principles of tourist services market segmentation

Abstract

Purpose: The main aim of the article is to identify the principles of tourist services for an effective segmentation using data from official primary and secondary bases. Design/Methodology/Approach: The authors have justified the importance of dividing potential tourists into homogenous groups (segments) in accordance with the general characteristic features of their demand. In that manner, according to the authors, a tourist product is provided with its target orientation as, on the one hand, it cannot meet the requirements of all tourists and on the other hand, a tourist company can concentrate their marketing efforts on the most perspective market segments rather than dissipate them. Findings: A definition of 'tourist service' has been made and its characteristic features have been described as well. Stages of segmenting starting from selection of criteria to determination of methods of work with the chosen segment have been identified and described. Practical implications: Identification of segments in tourism is mainly made based on their geographical, demographical, socio-economic, psychographic, behavior characteristics or their combinations. On the other hand, the authors stress on the fact that there is no universal segmentation approach and therefore, potential tourists can be classified based on other characteristics. Originality/Value: The conclusion that successful segmenting determines efficient operation of a tourist enterprise has been made.