MARKETS

A market is the prospective travel consumer of a

travel component or a tour package.
Leisure Travel Motivators
For the leisure travelers, the motivators may be
divided as follows:
1. Physical motivators are those relate directly to
health, wellness and physical enjoyment. These
include physical rest, recreation and relaxation,
and participation in a variety of light sport
activities, the common feature being release from
routine and the reduction of tension through
physical activities.
2. Cultural motivators are those related to the
desire to know more about other peoples’
cultures and their way of life. These include
learning about a place’s history, experiencing
the food and drink, admiring natural and man-
made places, listening to their music and the
desire to acquire native products and produce
from place.
3. Interpersonal motivators are those relates to a
desire to meet and make new friends in other
places, visit old friends, childhood relatives
and places in one’s early life to re-live the past
and keep current with the present, and escape
from the daily environment at home.
4. Status and prestige motivators are those
related to self-fulfillment achieved through
travel, and include personal development.
Typical of these are the social status achieved,
both at home and in the place visited - natives
will always look up to visitors from other places
as it connotes affordability to get away from
home – the pursuit of education and enrichment
of one’s outlook in life.
Leisure Travel De-motivators
There are a number of reasons why people do
not undertake leisure travel. These de-motivators
may be divided as follows:
1. Cost of travel. Travel is dependent on
disposable income. A family or individual
with no disposable income cannot afford to
travel.
2. Lack of time. People without enough time for
individual leisure activities and those who
cannot leave their jobs or business for
vacation purposes, will never travel.
3. Health. Poor health is not conducive to travel.
Financial resources withstanding, a person in
poor health will not travel.
4. Family stage. Parents of young children often
do not travel because of the inconvenience of
traveling with children.
5. Lack of interest. Lack of travel information of
destinations that may bring pleasurable
experiences is a deterrent to travel.
6. Fear and safety. The unknown is often feared.
Bad publicity about destination creates doubt
and fear in the mind of the would-be traveler.
Other Factors that Influence Travel
When considering travel motivators, other
factors that influence travel arrangement must
also be measured aside from the motivators.
These three (3) major factors are those related to
the individual’s difference in age, gender and
education.
1. Age. Age plays an important part in the types
of experiences that appeal to a person. The
young have high tolerance for varied and new
experiences. For the middle-aged person,
comfort is more important. The elder person
usually prefers a less active and sedate holiday.
2. Gender. Gender also plays a significant role in
travel motivation. This is due to role conflict.
Men have to allocate time between family and
business, work and leisure. This is not the case
with most women.
3. Education. Different levels of education
determine the types of new experiences a
person is willing to accept. It must be
remembered, however, that these differences
are interrelated with the other person’s socio-
economic status and income level.
Market Variables
The following market segmentation variables
divide the market into distinct group with
different needs, behavior and other
characteristics that may need separate
approaches. It is advisable to remember these
when selecting suitable destinations for leisure
travel.
1. Socio-economic and demographic variables.
Age plays an important role in determining a
suitable destination because it restricts the mode
of transportation in certain instances.
Education has to be considered because the
higher level of education achieved presupposes a
higher level of tolerance and understanding for
the unforeseen. Income will obviously determine
the disposable income available for leisure
travel.
Gender and civil status will also determine the
scope of leisure activities to be made available at
the destination. Social class, race and religion
are also very important variables to consider
since they may have an impact on, say, food to
be served, mores of the locality and dress codes.
2. Product-Related Variables. The travelers’
desired length of stay should help determine a
suitable destination. The travelers’
expectations and experience preference will
determine the contents and activities while at
the destination. As much as possible, these
activities must encourage maximum
participation of the travelers.
3. Psychographic Variables. Personality traits
and lifestyles should be considered when
scouting for a suitable destination.
Psychographic Profile. Tourist are also classified as
“Allocentric” and “Psychocentric”.

Travelers’ Psychographic Variables

Need Motive Aspiration

Physiological Relaxation Escape from the everyday
work environment, relaxation,
relief from tension and stress
Safety Security A sense of wellbeing, health,
recreation
Belonging Love Family bonding,
companionship, social
interaction, personal and
family ties
 Need Motive Aspiration

Esteem Achievement Prestige, social recognition,

ego-enhancement, personal
development

Self-actualization Knowledge of self Exploration and evaluation

of self, self-discovery,
satisfaction of inner needs

Learning Knowledge Cultural, educational and

interest in other areas

Aesthetic Appreciation of beauty Environment, scenery,

arts and sciences
Allocentric is derived from the root word “allo”
meaning varied in form. An allocentric traveler
has interest patterns that focus on various
activities. It is characterized by adventure and
willingness to reach out and experiment with
life. The person is outgoing and self-confident.
Psychocentric is derived from “psyche” or self-
centered, meaning centering on the small
problem areas of one’s life, and thus confined to
a more secured and familiar surroundings and is
less apt to go on for new unfamiliar experiences.
4. Geographical Variables. The travelers’ home
country, region of residence and population
density, will also help in the selection of a
suitable destination. These play important roles
in determining suitable destinations because the
more urban the individual is the higher is the
level of expectation.
TYPES OF TOURISM

For matching market interests with

destinations attributes and characteristic,
tourism may be broadly typified as follows:
Historical Tourism is characterized by
guided tours of monuments, visits to
churches, temples and museums, and light
and sound shows that are representative of
important historical events.
Cultural Tourism is also characterized by
guided tours that include tasting the local cuisine
and the viewing of and participating in folk
dance performances and demonstrations and
purchase of local arts/craft, as well as
observance of local religious rites and
ceremonies.
Religious Tourism is travel for spiritual renewal
and to experience and observe the religious
practices of a locality.
Adventure Tourism is travel for the purpose of
challenging oneself in specialized skills
acquired. It involves a degree of training and
personal risk.
Environmental or Eco-Tourism is travel for the
purpose of observing and living with exotic
peoples or native tribes. Environmental tourism
draws travelers to distant and not-easily
accessible areas to view the flora and fauna of
the locality, interact with the indigenous peoples
and admire the natural and environmental
attractions.
Culinary Tourism can be broadly defined as an
“eating and drinking” holiday along with the
study of food production and processing and
participation in food and beverage activities in a
relaxed environment. It involves social contact
with individuals with the same likes and tastes.
Medical Tourism can be broadly defined as a
health holiday along with a provision for ‘cost
effective’ private medical care in collaboration
with the tourism industry for patients needing
surgical and/or other forms of specialized
treatment. Medical Tourism combines wellness
and healthcare alongside leisure and relaxation
aimed at rejuvenating a person: mentally,
physically and emotionally.
Recreational Tourism is typified by
participation in light sports, indoor or otherwise,
and social contacts in a relaxed environment.
Travel of this category is truly representative of
the so-called leisure traveler.
Corporate Travel or Business Travel
Is sponsored travel for financial or economic
gain and for representation purposes in private or
public sector events. This market is composed or
businessmen, corporate travelers, seafarers and
land-based contract workers. Government
officials traveling on official government
business fall under this market segment.
DESTINATIONS
A destination is defined as a specific area that a
traveler decides to visit for the day or to spend at
least one night. A destination is not just a place
en route to a travelers’ ultimate destination.
Travelers select destinations according to their
interest and purpose of travel.
A destination must have and adequate facilities
to meet the needs of the travelers in terms of
transportation within the destination, lodging
facilities, food and beverage outlets, attractions
or interest, active and passive entertainment
activities and essential support infrastructure,
such as trained human resources.
A destination must also have adequate basic
support services such as medical care, police and
fire departments. Lastly, a destination’s
attractions must have an appeal to induce visitors
to come, whether tangible or psychological.
Destinations may be categorized on the basis of
attractions and attributes as follows:
Natural Attractions are those attributes and
sights that are inherent of the place. These
include the cool climate in Baguio City or the
fine, white-sand beaches of Boracay Island.
Cultural attractions are those related to the
history and way of life of a place. These include
such sites like St. Peter’s Basilica in Rome,
Italy , The Escorial Palace near Madrid, in Spain
and the Pyramids of Giza in Egypt or the Taj
Mahal of India.
Recreational facilities are tourism infrastructure
designed for leisure purposes. These may
include the different golf clubs and scuba diving
shops in the throughout the world.
Religious gatherings and festivals are those that
attract pilgrims of their spiritual importance,
such as the place of Islamic worship in Mecca
and Medina, Saudi Arabia and the holy places in
the land of Israel.
Destination Assessment
When selecting a suitable destination, the market
segmentation variables must matched, as much
as possible, with the following destination
characteristics:
Transportation. This destination characteristic
refers to its accessibility by air, sea or land, in
terms of travel time, type of equipment,
convenience and safety. The cost of accessibility
and mobility within the destination to sites and
sights of interest whether by private or public
means is also a major consideration.
Facilities. Availability of lodging facilities, both
high-end and otherwise, and the quantity of beds
for sales are also major considerations. The
variety of food and beverage outlets must also be
considered.
Infrastructure. The degree of development of
basic infrastructure, such as water, electricity,
sewage and drainage and communications, my
discourage would-be visitors regardless of the
destination’s attractions. The street and road
conditions and the state of airports and piers in
the destination are also essential conditions.
Health care facilities are likewise very
important.
Attractions. The scope of attraction in the
destination entails identifying it as a sight to
view and admire, an activity to participate in and
experience, or an activity to learn from to
enhance one’s knowledge. Ownership of the
attraction is a major consideration as this may
restrict duration of stay and degree of
participation.
Hospitality Resources. The general public
attitude towards visitors and language facilities
will enhance the desirability of the destination to
the travelers. Service attitudes and the quality of
the service staff will also play a major role in
determining the suitability of the destination.
Available information on the destination is
another factor to consider.
MATCHING MARKETS WITH
DESTINATIONS
 To determine a good match between
markets and destinations, a market profile
must first be established.
 For this purpose, the Philippine domestic
traveler is selected as the sample market.
The Domestic Traveler
Following is a summary of their
profile:
The Budget Traveler
A female college student, age
between 17 to 22 years old
 Totally dependent on the parents for
financial support and her time is
subject to the schedule of school
activities
The Domestic Traveler
Following is a summary of their profile:
The Budget Traveler
 A female college student, age between 17 to 22 years
old
 Totally dependent on the parents for financial support
and her time is subject to the schedule of school
activities
Characteristics: Group travel
Very strong cost considerations
Sightseeing-oriented
Not comfort-conscious
The Regular Traveler
 Employed either in government or the private sector
 He/she is between 23 to 30 years old, with a college degree
and earns between Php16,000.00 – Php33,000.00 a month or
about Php33,000 per annum
 He/she may be single, but most probably is married
 He/she may even hold a managerial position
Characteristics: May or may not travel in groups
On the lookout for best value for
money
Site-or activity-oriented
Comfort important but not essential
The High-End Traveler
 Definitely married with a post-graduate degree, age
between 31 to 50 years old
 He/she earns at least Php40,000.00 per month or about
Php50,000.00 or more per annum
 He/she is a businessperson or in senior management
with ample disposable time and money
Characteristics: Individual travel
Willing to pay more
Destination-conscious
Comfort and convenience
essential
DESTINATION EVALUATION
Destination suitability must also be evaluated on the basis
of the following criteria:
Accessibility
 includes all transportation to and from the origin to the
destination by air, sea and land, plus all the support
infrastructure
 Transfer to and from the place of lodging and within
the destination to sites and sights of interest
Comfort and Convenience
 Comfort refers specifically to the facilities catering to
the basic human needs
 Convenience includes improvement of the basic
facilities
Education and Entertainment
 The product must have an education value, where the
visitor feels he/she has learned something new and
contain an entertainment element
 Product must also have special and focused
considerations for the environment, both natural and
social
Service, Safety and Security
 The product must meet the visitor’s expectations, in
particular on the human side, and must include the
prevention of accidents and the maintenance of peace
and order
“A Tourist Destination, Site or Sight is selected according to its
attributes and perceived interest to a target market”

Tourist Destination
 is a geographic area with adequate facilities that is visited because of its
attractions, activities or events.
Tourism Site
 is a component of destination centered on specific sights, activities or
events.
Tourist Sight
 is an attraction at a site known for its exceptional beauty and/or its
uniqueness.