- Subject index
The SAGE Handbook of Tourism Management is a critical, state-of-the-art and authoritative review of tourism management, written by leading international thinkers and academics in the field. With a strong focus on applications of theories and concepts to tourism, the chapters in this volume are framed as critical synoptic pieces covering key developments, current issues and debates, and emerging trends and future considerations for the field. Part One: Approaching Tourism Part Two: Destination Applications Part Three: Marketing Applications Part Four: Tourism Product Markets Part Five: Technological Applications Part Six: Environmental Applications This handbook offers a fresh, contemporary and definitive look at tourism management, making it an essential resource for academics, researchers and students.
Chapter 18: Understanding and Satisfying Consumer Needs: Segmentation, Targeting and Positioning
Understanding and Satisfying Consumer Needs: Segmentation, Targeting and Positioning
The key driver of marketing is the satisfaction of consumer needs. This is not entirely altruistic, of course. The tourism destination, the tourism business and the tourism organisation most successful in satisfying consumer needs can harvest significant benefits from so doing: their customers are satisfied, they are more likely to return to the destination or use the services of a specific tourism business or organisation again at a different destination, and consumers are more likely to share their positive experiences with other tourists either personally or through social media.
While all marketing strategy and action centres on satisfying consumer needs, ...