Tourism customer analysis
Tourism target market refers to the market segments that tourism enterprises decide to enter on the basis of market segmentation. According to their own conditions, tourism operators choose one or several sub-markets from the market segments as the objects of marketing activities. This process is called target market selection.
The choice of tourism target market;
1. Intensive single market model. Through intensive single marketing, tourism enterprises can better understand the needs of this market segment, and quickly establish a special reputation in this field, and establish a solid market position in this market segment.
2. Selective specialization mode. Tourism enterprises choose several market segments, each of which is objectively attractive and in line with the enterprise's goals and resources.
3. Product specialization mode. Tourism enterprises focus on providing a kind of tourism products and services, and sell this kind of products to all kinds of customers.
4. Market specialization mode. Tourism enterprises specialize in serving the needs of a certain customer group. Enterprises can gain a good reputation by serving these groups specially.
5. Complete market coverage mode. Tourism enterprises use various tourism products to meet the needs of various customers at the same time, and use different products and services to cover all categories of consumers.
1. Analysis of tourist groups
Once a tourist complains, the tour guide should immediately take the form of individual contact. It's better to invite tourists to a place far away from the tour group. Then, listen to the content complaints of tourists calmly and without any emotion, take notes carefully, analyze the nature complaints of tourists, find out the core problems, and finally give tourists a patient explanation.
Tourists complain about the tourist reception unit, the tour guide should do a good job of coordination, and the two sides should properly solve it. If tourists complain about the tour guide, the tour guide should think calmly and rationally about what the problem is. How can we eliminate tourists' complaints about themselves? Judging from the actual situation, the only way is to redouble our efforts and focus on solving tourists' complaints. If the tourists' complaints are unreasonable, the tour guide should also take measures to correct them; If there is nothing, encourage it and serve tourists warmly as always. Bekkerel. If some complaints are really difficult to solve, the tour guide should also record the situation realistically, and ask the tourists and relevant personnel to sign and keep the documents well, so as to report them to the travel agency after returning and provide information basis for solving the complaints.
2. Analysis of individual tourists
The Beijing-Shenzhen seafood market allows individual customers to enter. Because the main real people in the seafood market here are class people. The seafood here is very fresh, and it is transported directly from the port terminal to the Beijing-Shenzhen seafood market. Nothing can be bought for as long as possible. T remember. The above is my answer to your question, I hope it will help you.
3. Analysis of tourist characteristics
The reception characteristics of tourist destinations include the guide leading to the scenic spots and arranging accommodation. Ensure the safety of tourists. Provide meals.
4. Classification of tourist groups
Hello, tour groups generally ask tourists over 25 to consider their spending power.
Tourists over the age of 25 generally work independently, and those who have income can only spend money by traveling with a group.
Now the competition among tour groups is too fierce, and the sales task of tour guides is also very heavy. If most tourists are under the age of 25, there will be no sales at the destination.
5. Tourist group analysis report
In the first quarter of this year, the total number of tourists in Guilin was 18.1497 million, an increase of 159.22% compared with 2020, returning to 71.61% in the same period of 2019; The total tourism consumption reached 23.276 billion yuan, an increase of 125.97% compared with 2020, and recovered to 64.05 in the same period of 2019.
6. Analysis of tourist audience
From the background, of course, people can only talk about spiritual life by relying on the primary and secondary industries to ensure the foundation of material life; From the perspective of travel agencies, the basic survival of travel agencies is to provide high-quality services to the audience, that is, to tourists.
: 7. Analysis of tourist population
1. Early entry: the psychology of seeking safety, novelty and difference. Tourists are excited when they first arrive at a place, but they will be at a loss and feel insecure because of unfamiliar places, language barriers and different environments. At this stage, tourists' psychology of seeking safety is very prominent and even rises to their main needs. At the same time, tourists' attention and interest have shifted from their daily lives to their destinations, and they are curious about everything. They want to see, ask and know everything. Some things that are common to local people may be new to tourists. At this time, the tour guide should organize more relaxed and pleasant sightseeing activities, seriously answer the questions that tourists ask that are childish and ridiculous in the eyes of the tour guide, and meet the psychological needs of tourists for novelty and novelty.
2. Personality revealing stage: laziness and pursuit of perfection. With the development of tourism activities and the increase of contacts, members of tour groups, tourists and tour guides become more and more familiar, and tourists begin to feel relaxed and happy. At this time, a gentle and relaxed mentality will emerge and the personality of tourists will be exposed. Their psychological characteristics are mainly manifested as: laziness. The weakness of tourists is more and more exposed, the concept of time is poor, the concept of group is weak, the sightseeing activities are loose, and the contradictions among tour group members are gradually emerging. Perfection psychology. When people spend money to travel, they tend to idealize tourism activities, hoping that everything in tourism activities is beautiful and ideal, which leads to excessive demands on life and psychology. At this stage, the questions raised by tourists are broader and deeper, and some tourists will also ask some unfriendly and provocative questions. The tour guide's work at this stage is the most arduous and error-prone. This stage can best test tour guides' organizational ability and ability to deal with problems independently, and it is also an important test of their tour guide skills and psychological quality.
3. Pre-departure stage: Busy with personal affairs
8. Analysis of tourist audience groups
JLL, Jones Lang LaSalle, first put forward the concept of urban leisure customers through research. It is defined as purchasing power evaluation (PPP) as a measure of consumption level, and the average daily consumption (PPP) of this group is between 20 and 50 dollars. They have high consumption level, good education and pursuit of quality of life, and are the main customers of cultural tourism consumption.
9. How to write tourist group analysis?
Tourism market segmentation is carried out according to certain standards. According to tourists' subdivision personality, travel motivation, lifestyle and other factors, it belongs to psychological subdivision.
1. What is tourism market segmentation?
Market segmentation is a process of dividing a large market into several small markets and grouping consumers who have the same or similar needs, values, purchasing mentality and purchasing methods in a certain respect.
Tourism market segmentation refers to the characteristics and needs of the activity process in which enterprises divide the whole market into two or more tourist groups with similar demand characteristics according to the differences of tourists. After market segmentation, every tourist group with similar demand characteristics is a segmented market.
Second, the method of tourism market segmentation
Market segmentation is based on the different needs of tourists. From the specific situation of tourism, the different needs of tourists can be manifested in many aspects. According to the general principles of marketing, the tourism market can be subdivided in four aspects: tourist humanistic factors, geographical factors, psychological factors and behavioral factors.
Third, the role of tourism market segmentation.
1. The basis for tourism enterprises to measure market opportunities and enterprise strength.
2. The basis for tourism enterprises to enter and exit market segments
3. The basis for tourism enterprises to determine their business objectives and marketing strategies.
4. The basis for tourism enterprises to determine the priority and importance of market development
10. Analysis chart of tourist groups
Recently, with the rise and popularity of big data technology, a tool is to calculate the characteristics of consumers: age, gender, consumption habits and so on. Through various data (such as apps installed on mobile phones).
Consumer portrait is a technology in the eyes of a subversive technical person. It can analyze tourism consumption data and tourists' comprehensive portrait through data, comprehensively interpret tourists' characteristic consumption, analyze the development trend of tourism consumption, provide strategic guidance for the supply-side reform of the tourism industry, provide data support for the quantitative policy effect, and provide accurate marketing services for tourists.
: Let me share my humble opinion:
1. From the analysis of target customers, the common decision-making drivers of personal tailor tourism customers are: not bad money (if the customized products are good, the customer's unit price and profit can be higher). Usually, they are busy with their work (so they don't have time to make strategies or know their destination); Do not know the destination (mainly in language); Take pains (for various reasons). Compared with the common standardized tourism products on the market, both fragmented free travel products and packaged and integrated package tour products have been covered.
2. From the customer acquisition and relationship maintenance of this target group, it is very difficult to acquire and maintain customers, unless it penetrates into other social groups with high-frequency interaction or consumption. For example, the interaction and consumption frequency between high-end beauty centers and customers (high-end consumer women) is high, so even if it is difficult to get customers, the relationship maintenance is relatively simple. It is relatively easy for large enterprises or high-end chambers of commerce supported by the government to acquire and maintain customers, but for personal tailor tourism of this nature, it is already similar to the business model of customized tourism for enterprises.
3. In terms of customized products, the target customer groups will pursue novelty, and the subtle needs of each route are different. Therefore, it will be a great challenge to deal with destination product information, procurement and integration. And the chain of customized products is longer every time.
Generally speaking, like many other industries, non-standard supply corresponds to non-standard demand, and the efficiency is relatively low. In this way, the relationship between supply and demand of energy is due to the intermediary's role in opening up information asymmetry and integrating resources, so it deserves a higher profit rate, but the volume will not be great. In the future, it is still necessary to rely on AI and big data to improve the docking efficiency of non-standard supply and demand. This description applies to any industry, not just tourism.
