1. Marketing Mix (4P’s) Product Price Place & Time Promotion
Politics (Cem Boyner)
→ Marketing Mix is a STRATEGY to be applied to different CUSTOMER TARGETS

2. Marketing to the Traveling Public
To define our customer target:
Define who is our customer, what do they like, what do they need?
Divide potential customer into groups (page 51, 52, 53)
If the segments are reachable, long term, interesting and profitable, target them.

3. Maslow’s Hierarchy of Needs

4. Maslow’s Hierarchy of Needs

5. Psychocentric-Allocentric Personality Characteristics
Psychocentrics
(Dependable)
Allocentrics
(Venturers)
Relaxing, sun and fun
Familiar destinations
Low activity level
Tour packages
Tourist accommodations
Driving to destinations
Unusual destinations
Non “touristy” destinations
High activity levels
Tour with flexibility
Few developped tourism
Flying destinations

6. Push and Pull Motivations
(Desire for Travel)
Pull
(Destination Choice)
Desire for escape
Rest & relaxation
Health & fitness
Adventure
Prestige
Learning new things
Desire for comfort
Being entertained
Hobbies
Beaches
Recreation facilities
Historic sites
Budget
Ease of access
Cosmopolitan environment
Undisturbed nature
Increase knowledge

7. Marketing to the Traveling Public
To define our customer target:
Define who is our customer, what do they like, what do they need?
Divide potential customer into groups
If the segments are reachable, long term, interesting and profitable, target them.

8. Segmentations Geographic (p 50) Demographic (p 51)
Psychographic or Life Style (p 53)
Product-Related

9. Specialized Tourist Segments
Business & Professional Travelers
Incentive Travelers
Mature Traveler