摘要：The World Travel & Tourism Council reports Aruba’s is more reliant on travel andtourism than any other nation (relative to its size) in the world with 88% of the nation’s GDPgenerated by tourism. Given the importance of tourism, it is surprising that there has been noacademic research investigating the types of activities that tourists participate in while in Arubaand to use this information for target marketing. Activity-based market segmentation has beenfound to be a valuable marketing tool in many studies, oftentimes more valuable than many othertypes of tourism analysis as to efficiently and effectively target tourists . This research analyzedthe activities of 503 tourists and found that although water activities were important to sometourists, a number of other activities were also found to be important and participated in whilevacationing in Aruba. Three distinct segments of tourists were found including ActiveNewlyweds, Cultural Explorers, and Social Entertainment Seekers. Active Newlyweds enjoymany sporting activities such as windsurfing, land sailing, snorkeling and scuba diving. Touristsin the Cultural Explorers segment enjoy going to cultural activities such as festivals and enjoyingmuseums, archeological ruins and other cultural sites. Social Entertainment Seekers enjoy thenight life and activities that keep them in contact with other travelers including gambling, eatingout, or going to a nightclub. Each of these three segments can be targeted effectively bycombining the identified activities with appropriate lodging, restaurant, and attraction discountsor special promotions.
关键词：activity-based segmentation; Aruba; island economies; segments
Loading...
