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Introduction

Segmentation

Generally, tourist market segmentation can divide into Geographic segmentation, sociodemographic segmentation, psychographic segmentation and behavioural segmentation.

Geographic segmentation

First of all, geographic segmentation as one of the oldest and still very popular basic segmentation, it considers spatial criteria for example, region and country of residence, subnational segmentation, urban and rural origins (Weaver & Lawton, WILEY 2014). Based on the VISITCANBERRA DESTINATION MARKET STRATEGY 2015, Canberra has large global marketing people who are mainly from New Zealand, China, India, South East Asia and also contain UK, USA and Europe. The primary target audience is focusing on the domestic tourists such as, NSW, VIC, QLD and SA, and people from Singapore as well. Meanwhile, visitors form Sydney which is occupied the most, 34 percent in 2014 (Visitor Perceptions of the ACT, 2014).

Sociodemographic segmentation

Sociodemographic segmentation which contains gender, age, family cycle, household education, occupation and income. Age and family circle are popular used in sociodemographic segmentation, it contains older people, young people and family lifecycle. Traditionally, the 65+ market are influenced by the dual impact of retirement income and time. However, compare with older adults, young adults and teens, they are often associated with higher level of loutish and high risk behaviour. For the family lifecycle, which consists of a lot stages, from young single to death. And also, education, occupation and income will effect on the travel behaviour. High-income people are less considering with financial to destination options. Moreover, the other element is disability. According to the Yau, MaKercher & Packer 2004; Stumbo & Pegg 2005 idea that persons with disabilities are often neglected or overlooked as an important tourist segment, it is apparent that the number of individuals is immense and their eager to travel with high general population’s. In 2003, based on the Australian Bureau of Statistics criteria, 20 percent of the Australian population were considered to have a disability. For the Canberra tourism segmentation, female visitors was a large group around 56 percent visiting Canberra. On the young adults, which contained 81 percent, and older people 19 percent in 2014 (Visitor Perceptions of the ACT, 2014).

Psychographic segmentation

The psychographic segmentation include a complex and diverse factors, for example, motivation, personality type, attitudes and perceptions and needs. The personality typology of Stanley Plog can be divided into venturers and dependables. The ventures type of tourist characteristic is people who can accept a high level risk and enjoy different culture, they like arrangement their travel by themselves. Because usually they are confidence and enjoy challenge. In contrast, the type of dependable, these people are usually lacking confidence and avoid take adventures. They like common places with the familiar travel destinations. In Canberra, there is not many outdoor and adventure activities, the ranking is the lowest in Australia compared with other cities (Visitor Perceptions of the ACT, 2014). However, Canberra also attracts many backpackers form the world. Canberra as one of the route with Sydney, it attracts a lot of young adults to visit.

Behavioural segmentation

The basic behavioural criteria contains travel occasion, destination coverage, activities and repeat patronage loyalty. Travel occasion is related to travel destination, such as birthdays, wedding, anniversaries, honeymoon and funerals. Destination coverage which includes length of stay, and the number of destinations. Furthermore, generally activities can include accommodation type, mode of transportation, total and per-day expenditure, attractions visited and types of tourist activities undertaken. Most people come to Canberra, because Canberra is Australian capital city. There are many political attractions such as New Parliament House, Capital Hill and War Memory and more. Usually people will take one day or two days in Canberra. Meanwhile, from Sydney to Canberra, by bus, only take around three hours, that’s why many visitor from NSW, it occupied 34 percent (Visitor Perceptions of the ACT, 2014).

Marketing and Services Marketing

The definition of marketing is perceived as involving little more than the promotional advertisements that are displayed by television and other media platforms. In terms of services marketing, which applies to service-sector activities. The main marketing characteristic are intangibility, inseparability, variability and perishability (Bowen, Makens & Kotler 2005). Intangibility, which means that somethings cannot be seen, felt or heard by customer with their purchase. That’s why word of mouth is very important, it can effect on potential customer decision (Morrison, 2009). Another tourism service characterised is inseparability. It means production and consumption cause simultaneously and in same place (Anderson, Provis & Chappel 2003). Moreover, tourism services have a high level variability.

Destination cycle

Sustainability

Conclusion

Reference

http://tourism.act.gov.au/images/documents/corporate/strategic_reports/Marketing_Strategy_15-20.pdf

http://tra.gov.au/documents/Visitor_perceptions_of_the_ACT_Aug2014_FINAL.pdf

ABS 2003. Family Characteristics, Australia. Catalogue No. 4442.0. www.abs.gov.au

Anderson, B., Provis, C. & Chappel, S. 2003. ‘The Selection and Training of Workers in the Tourism and Hospitality Industries for the Performance of Emotional Labour’. Journal of Hospitality and Tourism Management 10: 1-12.

Bowen, J., Makens, J. & Kotler, P. 2005. Marketing for Hospitality and Tourism. Fourth Edition. Upper Saddle River, NJ, USA: Prentice Hall.

Morrison, A. 2009. Hospitality and Travel Marketing. Fourth Edition. Albany, New York, US:Delmar Thomson Learning.

Yau, K., McKercher, B., & Packer, T. 2004. ‘Traveling with a Disability-More Than an Access Issue’. Annals of Tourism Research 31:946-60.