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Tourism & Hospitality Management QUESTION #1623
Question 1
According to the Tourism Marketing course, 'market segmentation' in tourism involves dividing the total market based on which types of variables?
  • Only geographic variables such as country of origin
  • Consumer market bases (demographic, psychographic, behavioral, geographic) and business market bases, evaluated against requirements for effective segmentation✔️
  • Price sensitivity and purchasing power only
  • Travel frequency and loyalty program membership only
Correct Answer Explanation
The Tourism Marketing course (Module 2) covers market segmentation comprehensively, including: levels of segmentation, patterns, segmentation procedure, bases for segmenting consumer markets (demographic, psychographic, behavioral, geographic), bases for segmenting business markets, requirements for effective segmentation, and evaluating and selecting target markets.