Segmenting and Targeting Potential Tourists
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Segmenting and Targeting Potential Tourists book
Tourism marketers, along with the members of the committee, have now completed important preliminary steps in the process of developing the city’s marketing plan. They have analyzed the macro external environment, including economic, demographic, and social factors, to determine if there are
positive or negative trends that will affect the success of their tourism plan. For example, they are now aware of the current economic situation and how demographic trends and any changes in values and lifestyles might impact tourist travel. They have also analyzed the micro environment to determine if stakeholders in the community will support or resist the effort to develop a tourism industry.