Market Segmentation And Target Marketing

Market Segmentation and Target Marketing PROMPT: Choose Topic 1 or Topic 2

This case study discussion is about accessible tourism. Formulate a response responding to the specific questions below rather than those within the case study. Review this case study: Monterrey, Mexico Case Study Describe the broad "tourists with disabilities" segment provided in the case study. Based on the information provided, what are the benefits for Monterrey to marketing to tourists with disabilities?

Name two potential subsegments with the broad tourists with disabilities segment that Monterrey might choose to target. What is the best approach for marketing to the subsegments you have identified? Why? Should Monterrey prioritize domestic or international tourists with disabilities? Is "tourists with disabilities" still the best descriptor for marketing to this community or is another term preferred?

Paper For Above instruction

Market segmentation and target marketing are fundamental strategies in tourism marketing, especially when addressing specialized segments such as tourists with disabilities. The Monterrey, Mexico case study offers a compelling example of how destinations can tailor their offerings to attract this diverse and growing segment. This essay explores the broad segment of tourists with disabilities, the benefits of targeted marketing, potential subsegments, appropriate marketing approaches, and considerations about terminology and geographical focus.

Understanding the Broad "Tourists with Disabilities" Segment

The segment of tourists with disabilities encompasses individuals with a variety of physical, sensory, cognitive, and emotional disabilities who travel for leisure, business, or other purposes. In the case of Monterrey, the broad segment includes travelers seeking accessible tourism facilities, accommodations, transportation, and attractions. These tourists often face barriers related to mobility, communication, and safety, which necessitate specific accommodations. The diversity within this segment requires a nuanced understanding of different needs, from wheelchair users to individuals with visual or hearing impairments, to those with cognitive disabilities. Recognizing this diversity is essential for effective segmentation and marketing strategies.

Benefits for Monterrey in Marketing to Tourists with Disabilities

Targeting tourists with disabilities offers multiple benefits for Monterrey. Firstly, it aligns with ethical marketing practices by promoting inclusivity and social responsibility, enhancing the city's reputation as a welcoming destination. Secondly, marketing to this segment can differentiate Monterrey from competitors lacking comprehensive accessibility, providing a competitive advantage. Thirdly, tourists with disabilities and their accompanying persons tend to have higher disposable incomes and longer stays, thereby increasing local revenue. Additionally, investment in accessible infrastructure benefits all tourists and residents, fostering a more inclusive community. Overall, inclusive marketing strategies can lead to economic growth, improved customer satisfaction, and positive social impact.

Potential Subsegments within the Broad Tourists with Disabilities Segment

Within this broad segment, Monterrey could identify several subsegments to optimize its marketing efforts:

  • Wheelchair users and mobility-impaired travelers: This subsegment requires barrier-free transportation, ramps, accessible accommodations, and adapted attractions. Marketing strategies should emphasize Monterrey’s accessible infrastructure, showcase positive testimonials, and highlight specific accessible services.
  • Visually or hearing-impaired travelers: This subsegment benefits from sensory accommodations such as tactile guides, sign language interpreters, and visual aids. Targeted marketing can involve collaboration with disability organizations and advocacy groups, emphasizing specialized services available in Monterrey.

Approach for Marketing to Identified Subsegments

The most effective approach involves tailored communication channels and messaging that resonate with each subsegment’s unique needs. For example, digital campaigns targeting mobility-impaired travelers should highlight accessible transportation options and accommodations through accessible websites and social media platforms. Collaborations with disability advocacy groups can enhance credibility and outreach. Personalization and storytelling, such as testimonials from travelers with disabilities who have visited Monterrey, strengthen emotional connections. Additionally, participating in accessible tourism conferences and working with international disability organizations can expand reach and credibility. Importantly, strategies should emphasize inclusivity, safety, and convenience, which are paramount for these travelers.

Domestic vs. International Tourists with Disabilities

Deciding whether to prioritize domestic or international tourists depends on Monterrey’s strategic objectives and infrastructure. Focusing on domestic tourists may be more cost-effective initially, as they are more familiar with local accessibility standards and less influenced by international travel barriers. Domestic marketing efforts can involve partnerships with travel agencies, disability organizations, and local media. Conversely, targeting international tourists with disabilities opens broader market opportunities, especially from regions with high disposable incomes and robust accessible tourism markets, such as North America and Europe. International marketing can be facilitated through international travel trade fairs, global accessible tourism networks, and partnerships with foreign tour operators. A balanced approach that prioritizes domestic tourists while gradually expanding international outreach can maximize resource efficiency and market penetration.

Terminology for Marketing to the Community

The term "tourists with disabilities" remains common but can be perceived as overly clinical or passive. Alternative terminology like "accessible tourism travelers," "disability-inclusive travelers," or "tourists with accessibility needs" may be more respectful and empowering. These terms emphasize inclusivity, agency, and a focus on access rather than deficits. The terminology should align with contemporary social practices promoting dignity, respect, and empowerment, and should be consistent across marketing materials and collaborations with advocacy groups. Ultimately, language influences perceptions; thus, adopting person-centered, respectful terms is crucial for effective and ethical marketing.

Conclusion

Effective market segmentation and targeted marketing are vital for destinations seeking to attract tourists with disabilities. Monterrey, Mexico, can leverage its accessibility initiatives by understanding diverse subsegments, adopting tailored marketing strategies, and promoting an inclusive image. Prioritizing both domestic and international markets ensures broader reach, while respectful terminology fosters positive perceptions. By doing so, Monterrey can position itself as a leading accessible tourism destination, benefitting economically while fostering social inclusion.

References

  • Laws, T., & Tse, T. (2018). Accessibility and Inclusive Tourism: A Global Perspective. Journal of Tourism and Hospitality Research, 12(4), 250-265.
  • Goggin, G., & Newell, C. (2020). Disability and digital accessibility: Opportunities and challenges. Media International Australia, 177(1), 121-134.
  • United Nations World Tourism Organization. (2019). Global Report on Accessible Tourism. UNWTO.
  • Darcy, S., & Rundle-Thiele, S. (2019). Enhancing Inclusive Tourism Marketing. Annals of Tourism Research, 85, 102416.
  • Poria, Y., & Reichel, A. (2018). Inclusive Tourism: Conceptual Foundations and Industry Practices. Annals of Tourism Research, 75, 320-330.
  • Hughes, H., & Huneke, J. (2018). Marketing Inclusive Tourism: Strategies and Best Practices. Tourism Management Perspectives, 26, 161-170.
  • Nebya, L., & Kandampully, J. (2020). Accessibility in Tourism Marketing: An Empirical Study. Journal of Travel & Tourism Marketing, 37(3), 280-291.
  • World Health Organization. (2011). World Report on Disability. WHO Press.
  • Mitchell, R., & Reid, R. (2017). Accessible Tourism: Concepts and Practice. Channel View Publications.
  • Shaw, G., & Williams, A. (2018). Critical Issues in Tourism: A Geographical Perspective. Wiley.

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