Using Market Segmentation to Target Travelers

Segmentation -- Barcelona Travel Market segmentation is a technique that groups consumers with similar needs and common buying behaviors into segments. These segments become the basis for targeted marketing, which is a more efficient and effective method of marketing than advertising to the masses (Epetimehin, 2011). A feature of market segmentation is the creation of consumer personas or profiles. Consumer personas are pegged to distinct market segments identified through the segmentation processes (Epetimehin, 2011).

The use of consumer personas and market sub-segments requires a balancing act of using fine-grained filters while avoiding too discriminations that are too fine. Conceptually, consumer personas and sub-segments help businesses to reconcile consumer needs and desires with the limited resources of the firm (Epetimehin, 2011). A marketing segmentation approach is essentially a customer-centered approach that allows the products and marketing offerings to be adjusted so as to match the distinctive attributes and behaviors of consumer groups.

A market segmentation approach is conducted by following certain fairly standard steps that are designed to understand the correlations patterns among large consumer groups. Segmentation begins by identifying a constellation of metrics that will be used as the basis for determining how to group consumers (Epetimehin, 2011). Demographic information is typically included in the segmentation metrics. The most common demographics include attributes such as age, gender, level of education, household income, area of residence, and so on.

Obtaining more detailed information about consumers strengthens the segmentation process, generally improving the success of the ultimate marketing campaign. (Epetimehin, 2011) The two consumer profiles for the couples traveling to Barcelona follow. Ambassadors of Architecture The consumers in this group are young, newly married, university graduates, traveling on their honeymoon. They are seeking romance and luxury on a budget. Their travel plans include spending time together, indulging in quality walking sightseeing tours, and following their passion, which is the architecture of Antoni Gaudi.

Gallery Gazers and Gourmet Grazers The consumers in this group are keenly interested in visiting the art galleries in Barcelona and, are particularly fond of the work of Picasso. Since they enjoy regional foods, they are interested in the internationally renowned restaurants in the city. Because the couple in this profile are of upper-middle age, they plan to avoid climbing stairs and walking long distances. They prefer public transport and taxicabs to travel to the sights of Barcelona. They are considering some guided tours to locations just outside of Barcelona.

Barcelona is the second largest city in Spain and the capital of Catalonia. The population of Barcelona is roughly 1.5 million people. Located on the northeastern Mediterranean coast of Spain, Barcelona is flanked by beautiful beaches. In 1992, the Olympic games were hosted by Barcelona, an event that infused the city with modern renovation and innovation. The city boasts extraordinary examples of old and new architecture and design.

Yet Barcelona maintains the intimacy for which European cities are well-known, with features such as world-class restaurants, shops full of handcrafted treasures and luxury goods, outdoor markets, and a plethora of basilicas and museums. Barcelona was governed by the Romans and the French, and these influences can still be seen in the neighborhoods throughout the city.

The major districts of Barcelona are as follows: Ciutat Vella -- This is the Old Town of Barcelona that contains sights that are pseudo-medieval, retaining many old structures such as Barri Gotic, El Born (or La Ribera), El Raval, and La Rambla. Barrio Eixample is now a modernist quarter and is visited most often for its art nouveau structures and buildings. Bario Gracia was once an independent town, but joined the city in the 20th century.

Largely a residential area, Bario Gracia is cosmopolitan with narrow streets and an artsy, fresh atmosphere. Sants-Montjuic offers the Placa d'Espanya or Spain Square where exhibitions and fairs are held in good weather; for instance, the notable Universal Exhibition of 1929 was held in this square. Because of the happy mix of festivals, monuments, and museums, Sants-Montjuic is very popular with tourists. Sant Marti is primarily a business district of little interest to tourists, and the Inland Suburbs are residential areas.

The following itineraries have been built for the two customer profiles, but will occasionally mesh when the couples engage in activities as an extended family unit. Itinerary for the Architecture Ambassadors The sightseeing tour for the Architecture Ambassadors will begin with two of Barcelona's best sights that are so close in proximity to one another that it takes just five minutes to walk from one of the sites to the other. These famous sights are La Sagrada Familia and Hospital de Sant Pau.

Tourists that are not in the know will go to the Sagrada Familia metro station straightaway, but more experienced visitors to Barcelona will go to the Hospital de Sant Pau at the Sant Pau Dos de Maig metro stop. When they disembark at this metro station, the visitors will see Barcelona's famaous contemporary hospital that is built in a modernist design style. When the tour of the hospital is complete, the visitors will take off walking down the Avinguda de Gaudi toward Gaudi's very famous unfinished basilica, La Sagrada Familia.

It takes some time to walk all around the perimeter of the basilica -- and it takes time to take it all in. A visit to La Sagrada Familia should never be hurried. With two new tally marks on their belts to reflect their visit to these beloved and famous architectural attractions, the couple will want to put some nourishment under their belts, too. There are many good places to grab some lunch in establishments that are within walking distance.

It is best to examine the sandwich boards on the sidewalks outside of the restaurants as the menus change daily depending on the catch and the markets. Indeed, the Mercat de Sant Josep de la Boqueria is the largest farmers' market in Barcelona. Originating in the 13th century as a pig market, La Boqueria is one of the finest outdoor markets in the world -- a perfect stop for couple Gallery Gazers and Gourmet Grazers.

The market is accessed off La Rambla, and is a popular place to grab a quick lunch in any of the tiny gourmet restaurants that provide fresh seafood and other Mediterranean specialties. Indeed, the market is populated by butchers, charcuterie shops specializing in cured meats and the famous Spanish hams, cheesemongers, fishmongers, and greengrocers. Las Ramblas is the most famous street in Barcelona. Like many main streets in destination cities, Las Ramblas is lined with exclusive shops carrying expensive and luxury goods.

But there are also less expensive, quirky little shops -- many smaller shops carry unique handcrafted items that are made by the owners and keepers of the shops. In addition to the interesting architecture of the buildings along Las Ramblas, there are street performers, shows, and many places to stop and sip beverages while soaking up the vibrant, ever-changing atmosphere of the main avenue.

The Joan Prats Gallery, located at Rambla de Catalunya 54, was established in 1976 to promote contemporary art and to present the workds of well-known and emerging artists of all nationalities. This full day is reserved for the Gothic Quarter. The Barri Gotic is the most famous district in Barcelona. The narrow streets are charming, offering surprise tableaus at every turn. Some of the most interesting streets are found between the Placa Reial and the seafront.

On the other side of Barcelona from Las Ramblas and the Barri Gotic is the district known as El Born. Most visitors are drawn to El Born because it is the location of the Picasso museum. The narrow streets will remind walkers of the streets in the Barri Gotic -- they are just as interesting.

The Basilica de Santa Maria is worth seeing: the outside of the gothic cathedral is rather unimpressive, hemmed in as it is by neighboring buildings, but the elegant interior has unusual slender pillars and tall bright windows, along with a few works of art. In addition, the basilica is conveniently located near some very excellent wine bars. Although it is about a half hour ride outside of Barcelona's city limits, a day trip to Montserrat is a requisite Barcelona activity.

The name Montserrat means serrated mountains, an apt description for the terrain. A famous monastery is located in the stunningly jagged mountains and there are inviting hiking trails that provide a close up view of this rugged rural area just on the petticoats of Barcelona. The Barcelona quarter known as El Raval was once a seedy section of the city. But over the past decade or so, the city has cleaned up the area considerably. El Raval now has a number of sights that are worth the trip.

The Carrer dels Tallers has many music shops, there are a number of excellent restaurants, and the Museu d'Art Contemporani de Barcelona is compelling. The primary sites of Gaudi architecture are the Parc Guell in Gracia, the Sagrada Familia in Eixample and the houses La Pedrera/Casa Mila and La Casa Batllo both in Eixample. The Parc Guell was commissioned by Eusebi Guell in order to create a stylish park for aristocracy in Barcelona.

The park is best known for the colorful, fanciful tile work and stunning buildings; the Gaudi dragon fountain at the entrance to the park is one of the most familiar features to visitors. A number of sites, including all the best Modernisme (art nouveau) buildings in Barcelona, can be seen by using the services of Ruta del Modernisme, which is run by Modernisme Centre and offers a guidebook and discount voucher book for $17.40. The main route is very accessible and can be covered by foot in a couple of hours.

Although all of the buildings can be viewed for free from the outside, The Tourist Offices offer a pack of discounted tickets to many attractions such as La Pedrera and La Casa Batllo. Montjuic is a big hill or mountain southwest of Barcelona that looms over the city. Montjuic is the home of the Museu Nacional d'Art de Catalunya, which has been housed in the Palau Nacional since 1934, the Estadi Olimpic or Olympic stadium built for the 1992 Olympics, and the Fundacio Joan Miro or Joan Miro Foundation.

Visitors can climb up the big mountain by taking a cable car, by riding the funicular or cable railway, and on foot. In the mood for mountain exploration, the couple will take a cab to the large mountain north of the city called Tibidabo. The astounding views make the trip worthwhile, and visitors can walk or cycle in Caserola park. An interesting church is situated on Tibidabo.

The Salvador Dali Museum in Figueres is more than two hours outside of Barcelona -- and it is the only real attraction in the area. That said, the museum is truly worth the effort it takes to visit, as the building is a work of art. And the works of Dali that are on display are simply extraordinary. The Barrio Eixample and the Barrio Gracia are an interesting contrast to the extraordinary architecture that can be found throughout Barcelona.

Once a separate village, Barrio Gracia is connected to Barcelona by the Barrio Eixample development that was built in the nineteenth century. These districts are each very distinct, yet most tourists do not explore the barrios. From the Plaza Catalunya, visitors first encounter the Eixample district, home to many middle-class families and characterized by large Modernist buildings flanking wide avenues. The transition to Barrio Gracia is readily evident as the streets close in, the buildings are closer together and circle intimate plazas.

Of all the neighborhoods in Barcelona, this is the most Spanish in character, making it an essential site for visitors. Consell de Cent is the heart of Barcelona's art galleries. Gallery hours are typically: Martes -- Viernes (Monday -- Friday): 10.00 a 14.00 y de 16:30 a 20:30; Sabado (Saturday): 11.00 a 14.00 y de 17:00 a 20:30. Ambit, Galeria D'art, located on Consell de Cent, 282 features contemporary art of young and established artists from Spain and abroad. Open Tuesday-Saturday: 10am-2pm / 4pm-8.30pm. Closed Monday and Sunday.

Anna Ruiz, Galeria D'art on Consell de Cent, features Catalan impressionist painting, the School of Paris and Spanish orientalist art. Open Monday: 5pm-8pm.; Tuesday-Thursday: 10.30am-1.30pm / 5pm-8pm.; Friday: 10.30am-13.30pm. Closed Saturday and Sunday. Senda Gallery on Consell de Cent 337, opened in 1991 to showcase the works of all types of artists. Pieces by new or young emerging artists, mid-to-accomplished, and world-wide famous artists can be found in the gallery. A wide variety of media is represented, including painting, photographs, and sculptures.

The Senda Gallery is an active participant in many international art events. Senda is a 3-minute walk from the Mandarin Oriental Hotel, and there is a Starbucks at the halfway point on Carrer de Consell de Cent. Rationale for Selected Sites When selecting the accommodations, sights, and destinations for the travelers' itinerary, components of the marketing mix were considered (Ataman, et al., 2006).

For each choice of the excursions, one or more of the 7Ps of marketing was found to be more relevant than other components of the marketing mix (Boze, et al., 2006). Justification of Choices for Couple A the Using the 7 Ps The residents of the host or destination community do not consider themselves to be part of the tourism business but they do interact with travelers informally: their actions, tone, and behaviour can make or break visitors' experiences ("Hotel Mule," 2010).

Marketing mix elements are generally considered to be controllable by the marketer ("Hotel Mule," 2010). The greatest control occurs with regard to product design and personnel, with much less influence over consumers, and practically no direct control over the host community ("Hotel Mule," 2010). Marketing activity can still be influential in each of these categories. Tourists are a special category of consumers who have particular expectations.

To deliver satisfying travel and tourism experiences to consumers, marketers need to segment the market by temporal, spatial, and other variables to identify instances of compatibility among consumers who share the same perspectives and preferences. The consequences of miscalculating a promotional campaign can be substantive since tourists are more than just consumers (Blanding, 2014). They are also resources, assets, and participants the industry service delivery; their activities need to be integrated into the product offering and the delivery system (Christensen, 2011; Teixeira, 2014).

Note that not all of the following components were linked to an excursion choice: Product, place and time, price, promotion and education, process, physical environment, people. Justification of Choices for Couple B. The Using the 7 Ps For the choice of hotel accommodations, the most relevant attributes were physical environment, price, product, and people. Many travelers look for a relationship with their hoteliers and loyalty is highly rewarded in the hotel industry (Lombard, 2011). The hotel booked for the customers was one of their favorite European hotel chains: Mandarin Oriental Hotel.

According to Philip Kotler, "A marketing mix is the mixture of controllable marketing variables that the firm uses to pursue the sought level of sales in the target market" (as cited in Akrani, 2010). The following sights and destinations were selected based on price, promotion, and education, as many of the choices are free to view from the outside.

Plaza Catalunya, Barrio Eixample, & Barrio Gracia Hospital de Sant Pau Montjuic Estadi Olimpic El Raval Carrer dels Tallers The sights and destinations listed below were selected based on architectural interest and history, as these are a primary focus of the Architect Ambassadors.

Las Ramblas La Sagrada Familia Barri Gotic (Gothic Quarter) El Born Basilica de Santa Maria Montserrat & Monastery The sights and destinations listed below were selected based on their interest potential for the Gallery Gazers and Gourmet Grazers, who are very interested in the local foods and art galleries.

Senda Gallery on Consell de Cent Anna Ruiz, Galeria D'art Consell de Cent Galeria D'art on Consell de Cent Joan Prats Gallery, Rambla de Catalunya Mercat de Sant Josep de la Boqueria Salvador Dali Museum in Figueres Museu Nacional d'Art de Catalunya Fundacio Joan Miro Museu d'Art Contemporani de Barcelona Arola restaurant Can Valles restaurant Dos Palillos restaurant Moments restaurant, Mandarin Oriental Hotel Passad's del Pep restaurant 18 Barcelona Travel -- Market Segmentation Itinerary for Architecture Ambassadors Dates Day Week Time Place / Tours Cost AUD Remarks / Comments 8/28 Thursday 10:00A Mandarin Oriental Hotel, Passeig de Gracia, 38-40 Arrival by pre-booked and prepaid taxi from Barcelona-El Prat International Airport.

Check In 8/28 Thursday Las Ramblas Free Architecture appreciation, shopping, people watching, relaxing 8/28 Thursday $109 per adult Dinner - Dos Palillos (tapas) 8/29 Friday Breakfast in the hotel to get an early start 8/29 Friday Hospital de Sant Pau Free Architecture appreciation 8/29 Friday La Sagrada Familia $21.46 Seniors rate = $18.56 Architecture appreciation. There are certain restrictions on dress in this and the Barcelona Cathedral. Bare shoulders, knees and feet are not permitted. To avoid the queue, tickets may be booked online for a particular time and collected at the basilica.

If you plan visit either the Passion Tower or the Nativity Tower, the ticket will grant you entry one hour before the scheduled time you booked. You can stay in the basilica for as long as you want after descending the Tower. The Passion Tower has elevator both ways. The Nativity Tower option means you to take the elevator up and walk all the way down.

Friday Lunch -- serendipity -- near the site 8/29 Friday Parc Guell in Gracia, the houses La Pedrera/Casa Mila and La Casa Batllo both in Eixample $17.40 per adult Discount ticket booklet from Ruta del Modernisme. Much of the route can be walked in a few hours.

8/29 Friday $100 per adult Dinner - Can Valles 8/30 Saturday Breakfast 8/30 Saturday Barri Gotic (Gothic Quarter) and El Born & Basilica de Santa Maria Free Architecture appreciation, shopping, exploring, wine tasting 8/30 Saturday $150 per adult Dinner - Moments in the Mandarin Oriental Hotel 8/31 Sunday Breakfast in the hotel to get an early start 8/31 Sunday Montserrat & Monastery Architecture appreciation, geography, history, exploration, enjoy the vista.

Lunch serendipity -- near the site 8/31 Sunday $73 per adult Dinner -- Arola (tapas) 9/1 Monday Breakfast -- cafe on the street 9/1 Monday Montjuic, Museu Nacional d'Art de Catalunya, Estadi Olimpic, & the Fundacio Joan Miro $12.30 per adult Explore museums and galleries, enjoy the vista, architecture appreciation. Lunch serendipity -- near the site 9/1 Monday Flamenco at Tablao de Carmen in Sants-Montjuic $101.55 per adult Dinner Visit a Flamenco Show that is tableside in a real tablao. Price complete dinner, drinks, and performance. Show begins at 19:00 or 21:30. 9/2 Tuesday Breakfast -- cafe on.