Stage of readiness of the buyer. People are in different degree of readiness to buy these or those goods. One know about existence of goods, others do not know, someone has certain information, someone deliberates, someone intends to buy it.
Segmentation as behavior. When carrying out segmentation as behavior buyers share on groups on the level of their knowledge, extent of use, the relation and arrangement to a product. Many experts consider behavioural factors as the best basis for segmentation of the market.
Buyers can be classified according to circumstances in which the idea about purchase comes to their mind. For example, a reason for flights by plane – work, rest, family problems. The honeymoon trip represents special type of circumstances which the hotel industry already successfully uses in the business.
Seasonal nature of the tourist offer generates need of differentiation of tourist's products and services and assumes carrying out marketing actions for decrease in seasonal fluctuations for the purpose of stimulation of demand for these goods during not season.
It with evidence is observed in many sectors. Men and women have various needs for the relation of such goods, as clothes, cosmetics, a choice of hotel. Distinctions concerning young and elderly, people with the high and low income, city and rural families are similar. In practice demographic segmentation leans at the same time on two or three variables, for example, age – the income – a floor.
Measurability. Consciously to choose a target segment, it is necessary to have opportunity to determine its size, to estimate purchasing power of consumers and their main characteristics in terms of consumer behavior. If the applied criterion is too abstract, by it it will be difficult to collect the listed data.
Macrosegmentation includes large division of the market, both on spheres of business activity, and on consumers. At this stage consumers most often share on large groups, however it is necessary to notice that rigid allocation is not present here. Approximate division into the following groups:
Demographic segmentation. It is an indirect method of segmentation. It is based on the following hypothesis: distinctions of demographic profiles define distinctions in required advantages and in preferences of buyers.
It is possible to carry out differentiation according to the status of the buyer, i.e. to divide the market into potential users; not users; for the first time become users; regular and irregular users, former users. For example, constant consumers and potential consumers demand various methods of influence and the marketing address to them.
Definition of the market on which it wants to conduct competitive fight has to become one of the first strategic decisions made by firm. This choice of the basic market means breakdown of the market on the parts consisting of consumers with similar requirements and behavioural or motivational characteristics and creating favorable marketing opportunities for firm.
Problem of microsegmentation is carrying out more detailed analysis of a variety of requirements in already allocated markets. For the industry of hospitality and tourism microsegmentation with use of some elements of macrosegmentation is characteristic.
Recurrence in tourism marketing – the circulation in tourism marketing including the following consecutive processes. the 1st stage – definition of desires and needs of potential clients of tourist firms; the 2nd stage – creation of a tourist product and complex of services which cornerstone recreational needs of clients are; the 3rd stage – service of tourists; the 4th stage – control of the income and profit which is distributed or shared in the 2nd stage; the 5th stage – control of degree of satisfaction of tourists. Further cycle povtoryaetsya.2