Select two of the common segmentation techniques used in tourism marketing (Geographic, Demographic, Psychographic, Behavioural or Benefit-based). Read at least two academic journal articles per segmentation technique (a total of at least 4 journal articles) and critically analyse each technique before arguing which technique you feel is more effective to market to a destination
The up to 2000 word paper will be divided into four parts:
Introduction (200 to 400 words) – identification of the two techniques and justification why each technique was chosen
Critical analysis of segmentation technique 1 (maximum 500 words) , including a discussion of its relative strengths, limitations, ease of effectiveness and ease of application
Critical analysis of segmentation technique 2 (maximum 500 words), including a discussion of its relative strengths, limitations, ease of effectiveness and ease of application.
Discussion and conclusions (300 to 500 words) to identify and discuss which technique you feel is most suitable.
Note: You must select case studies and not generic papers that discuss segmentation. The purpose of the assignment is to assess rigorously which method works best.