ABSTRACT
Visitors are grouped into segments based on common characteristics and desires. The visitors can be segmented by geographic location. The goal might be to target only local residents, or those in the region or from an event wider geographic area. Consumers may be looking at social media when a photo or video of an event catches their attention. The use of social media has changed every step of how consumers purchase products, including tourism. Products that are more expensive and complex require limited involvement resulting in the consumer spending more time making the purchase decision. The visitor must spend their resources of money and time when attending so they want to only go to events that provide benefits they will enjoy. A concentrated targeting strategy for an event is one where a single group of potential visitors is targeted. An undifferentiated strategy assumes everyone will be equally motivated to attend and targets everyone with the same promotional message.
