Target audience in tourism types

The target audience

In order to properly plan the development of new tours, it is very important for a company to know its target audience, therefore, looking at the statistics of the client base, the target market segment was identified, which should be targeted.

Most buyers are between the ages of 20 and 30 (35%), the number of buyers is between 40 and 50 (29%), slightly less than those who are between 30 and 40 years old (22% ), buyers over 50 leave 9% of the total mass of all buyers. And buyers under 20 years old make up the smallest group of buyers - 5%.

Cash income of buyers is the most important factor of the target audience, it is cash income that determines the purchasing power of the population. Let us consider to which group by the amount of money income the buyers of Meridian services belong (Fig. 3).

Analysis shows that 68% of buyers identified themselves as a group with average cash income. This forces the company to set the price for services or introduce new tours, it is necessary to focus on the buyer with an average income.

Statistics have shown (Fig. 4) that more than 70% of buyers of services have higher education, which means that the company should take into account the intelligence and education of tourists when developing excursion tours.

During the study of the customer base, the wishes and preferences of buyers were found out. The results are shown in Figure 5.

The results showed that the least interest of buyers in the pilgrimage and educational tours. Buyers show the greatest interest in educational tourism and beach recreation, high interest in ecological tourism. It is these types of tourism that the firm should focus on. tourist travel booking

Thus, the target segment "Meridian" has been defined, which meets the following characteristics:

  • 1. Age - from 20 to 50 years old;
  • 2. Income level - average and above average;
  • 3. Education - usually higher, but does not matter;
  • 4. Marital status - usually a family of two to four;
  • 5. Job, profession - most often - private entrepreneurs;
  • 6. Geography - foreign tourism and tourism in Russia;
  • 7. Life style - an energetic, active person engaged in entrepreneurial activity or employed person, receptive to novelties;
  • 8. The motive of the trip: a desire to relax with family, a desire to relax abroad, a desire to receive medical treatment abroad, a desire to visit an exotic country, a desire to visit famous places in Russia, a desire to participate in river and sea cruises.

This is the description of the main segment on which the "Meridian" operates. Of course, this does not mean that absolutely all the clients of the company are of exactly this age or status, but most of them fit this definition, and it is this group of consumers that allows you to quickly recoup the costs of production and promotion of a tour product. On the other hand, almost all tour companies are focused on the same segment, which was mentioned earlier. This means that the firm must strive to gain customer acceptance and trust.

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Good communication is when you communicate in the way your audience understands.

You know how to use social media for personal communication. But writing letters to achieve marketing and evangelism goals requires much more focus and strategic planning.

This article is intended to give you a foundation to successfully identify your target audience. And definitions of how to talk to them appropriately.

It is imperative that we not only communicate clearly with our audience. But we also took the time to deeply understand our audience.

Of course, you understand what you write in booklets, on a church website, on Facebook. But it is not important. It is important that you are understood by the people to whom you are delivering the message.

Put yourself in the shoes of the audience and speak to them clearly. Talk to your audience in a way and with words that will allow them to understand and follow your message.

Remember: the communication channel determines the form of the message.

This means that when we communicate in the digital space, we must speak in the language of the platform. This means recognizing the “cultural expectations” and “norms” prevalent in space, as well as in the culture of the people with whom we communicate. Without careful scrutiny, our words and intentions can easily be misunderstood. We can inadvertently offend and alienate the very people we are trying to reach.

As Christians, we want to reach everyone. This is our ultimate goal as students. However, in a specific project or ministry, this approach reduces the relevance of the message. This approach distributes our efforts and they become too weak to have a significant impact on people.

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