Manual on elective ii - theme parks and attractions

Theme Parks and Attractions
1.11 The visitor attraction market IV –
Segmentation
It is difficult to have a product suitable for everyone. It is therefore necessary to choose
potential customers which the theme park can best cater for with its resources.
Segmentation means dividing a market into sub-groups or segments in which
individuals within a sub-group have similar characteristics, needs and buying
behaviour.
There are four basic methods to segment the market, namely: geographical,
demographic, psychographic and behavioural. By targeting one or more specific
market segment, attraction managers will be able to:
• Choose a proper location for the attraction
• Develop on-site activities suitable for the target visitors
• Develop an attractive pricing system
• Tailor-make effective advertising and promotion programmes.
Geographical
This traditional method classifies the visitors according to the place where they live.
This is very much related to the catchment area in which the attraction is located.
Therefore, choosing a densely populated area as the location of a theme park can be
very important.
Demographic
This method classifies the visitors based upon their demographic characteristics such
as age, gender, income and education level. The information is useful for attraction
managers to design and provide suitable facilities and services for the visitor groups.
For example, many museums are designed for the seniors market and visitors with
higher levels of education, whereas theme parks with exciting thrill rides cater for the
youngsters.
It is recognised that children are the biggest potential market for amusement and theme
parks with every child attending a theme park worth, on average, at least three
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