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August 18th, 2009
STP Process ± Tourism Marketing

Segmentation Process

1. Segment the Potential countries

2. Segmentation of the tourists from the countries

a. Developed Countries
b. Developing Countries
c. Under Developed Countries

3. Segment the visitors in SEC (Socio-Economic Category) and their nature of visits

a. Under SEC

i. Upper class
j. Middle class
k. Lowe class

b. Under Nature of visit

i. Business executives
j. Leisure travelers
k. The delegate
l. Religious travelers,
m. NRI visiting homes
n. Fans for sports
o. International air line crews
p. International ship carrier crews
q. Heritage travelers
r. Travelers for arts & architecture
s. Travelers for Mountain sports
t. Travelers for Wild life camps, bird sanctuaries
u. Beach strollers
v. Interest groups etc.

4. Segment the locations according to the above the segmentation of travelers

Targeting Process

1. Classify the locations according to the visitors requirements

2. Select the target group of visitors
3. Focus the target group of visitors with the USPs' of locations

Positioning Process
1. Develop USP (Unique Selling Proposition) for all tourism locations

a. Mountain sports
b. Wild life camps
c. Heritage place
d. Sprawling beaches
e. Arts & Architecture etc

2. Design proper strategic plan to promote the locations among domestic and foreign tourists

The Marketing of tourism may be classified in to two broad categories

1. Targeting International visitors

2. Targeting Domestic visitors

The former brings massive foreign exchange and latter helps the equal distribution of their
disposal income to imbalanced sectors. Since, it is a integrated marketing, various industries
have bearings n and from Tourism Marketing. It is a coherent, collective approach. The public
and private sector participation is required for the success of this marketing. So far, the efforts of
the Government proved to be not very fruitful, this lucrative industry can be privatized for better
promotion and growth. First, we shall classify the players/participants of tourism marketing.

International/Domestic Airlines
Local Transportation
i. Rail Transport
ii. Road Transport
iii. MRTS (Mass Rapid Transit Systems ± in Major cities)
iv. Inland Water Transport, if any

Hotels/Resorts/Restaurants
Government i.e. to provide safety, taxation policies, visas
Health Industry i.e. to ensure the hygiene requirements
International and Domestic travel agents
Ministry of Tourism, ITDC, STDCs ie Industry watch dogs
International and Domestic promotional organizations (Private sector , Sector-wise, State-wise)
Unemployed educated youths i.e. to be trained to set up Tourism guide/information stations
Telecommunications sector and Information Technology
This marketing caters to attract international and domestic tourists. Main emphasis is to provide
to woo international visitors. It was expected to bring 5 millions by the year 2000, but, actually
2.35 millions visited in India in that year (Economic Times, 2001), showing unhealthy trend in
meeting our targets. This target is very attractive in context to foreign exchange earnings.