Not so long ago, I wrote a post about Dr. Frankenstein’s segmentation. It is a compulsory reading for the future of Touristology (I mean, My Touristologists!) .
Some of them get the idea at the first glance, others need time to get used to the idea, others never stop complaining…
Jordi, why do I have to learn about segmentation… When you segment you are losing part of the market. If you specialize and specialize… you can end up with just a single customer… I am against specialization!!!
When it happens, I start to pray silently “Schumpeter, Carnegie (Dale) and Maslow give me strength, wisdom and PATIENCE!!!!!” I repeat this three times and then, calmly, I always reply:
Why is segmentation so important in Touristology?
We have several reasons which backup this idea!
1) If you created and gain the trust of a community you control the chain of value (remember the one create FOR and BY the customer).
2) If you created a community NOT based on Dr. Frankenstein… you will have an international community desiring to be together. So, sooner or later, they will want to meet!
When you organize the trip (or any sale!) for a group… For sure, you will increase your productivity, margins and profits.
When you organize the trip for a group… The rest of the member of the chain of value (Hotels, Service Suppliers, transport companies…) are willing to serve you (Because YOU are the community!)
3) Different segments means different ways to create and run the processes FOR ANY OPERATION (Marketing, Human Resources, Finance, Servuction, Yield Management, you-name-it) They also means different members of the chain of value, different business model, different technological schemes…
So, YES! I, definitely, believe that to segment properly is important from Touristology’s point of view! What about you, Touristologists???
Some of them get the idea at the first glance, others need time to get used to the idea, others never stop complaining…
Jordi, why do I have to learn about segmentation… When you segment you are losing part of the market. If you specialize and specialize… you can end up with just a single customer… I am against specialization!!!
When it happens, I start to pray silently “Schumpeter, Carnegie (Dale) and Maslow give me strength, wisdom and PATIENCE!!!!!” I repeat this three times and then, calmly, I always reply:
Why is segmentation so important in Touristology?
We have several reasons which backup this idea!
1) If you created and gain the trust of a community you control the chain of value (remember the one create FOR and BY the customer).
2) If you created a community NOT based on Dr. Frankenstein… you will have an international community desiring to be together. So, sooner or later, they will want to meet!
When you organize the trip (or any sale!) for a group… For sure, you will increase your productivity, margins and profits.
When you organize the trip for a group… The rest of the member of the chain of value (Hotels, Service Suppliers, transport companies…) are willing to serve you (Because YOU are the community!)
3) Different segments means different ways to create and run the processes FOR ANY OPERATION (Marketing, Human Resources, Finance, Servuction, Yield Management, you-name-it) They also means different members of the chain of value, different business model, different technological schemes…
So, YES! I, definitely, believe that to segment properly is important from Touristology’s point of view! What about you, Touristologists???
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