An Evaluation of the Tourism Industry in the South West of England and a Segmentation Analysis and Determination of Relevant Target Customer Groups
Executive Summary
This report details an evaluation of the tourism market place in the South West of England looking at changes in the market and the factors (PESTE Political, Economic, Socio-cultural, Technological and Ecological) affecting the tourism industry.
A segmentation analysis was carried out looking to identify target customer groups for Tintagel Castle, Cornwall.
The principal groups identified were the visiting friends and relatives category and family groups including pre-family, with family and post family.
The buying criteria that the target groups will apply when deciding which attraction to choose to visit were briefly considered.
Table of Contents
Page
1.0 Introduction 3
2.0 Market Place Evaluation 3
2.1 Segmentation 4
2.2 The Segments 5
2.3 Targeting the Segments 7
2.4 Buying Criteria of the Segments 8
3.0 Conclusions 9
4.0 References 9
5.0 Bibliography 10
Appendix 1 - Tourism in the UK
Appendix 2 – PESTE Analysis of the South West Tourism Market
1.0 Introduction
In order to maintain or increase the number of visitors to the castle it is important [next page]