Demographic Profiling and Tourism - Essay Example

?Targeting consumers based on age has long been a default approach for marketers in tourism and hospitality but is it time to ditch demographic profiling, or is it more important then ever in the digital era? Targeting consumers based on age has long been a default approach for marketers in tourism and hospitality business. A tourism industry is sustained with incorporation of predicted number of factors. These factors incorporated the impacts made by the tourism and the industry associated with it on community and also the individuals constituting the community. Various economic and environmental factors affect tourism all over the world (Fredline et al., 2006, p.1). There are also social impacts of tourism. These factors include condition of the local and regional economy, level of development of the tourism destination and the level of attachment of the local community (Fredline et al., 2006, p.2). In these contexts business organisations involved in the tourism and hospitality business try to put greater emphasis on social and cultural factors in affecting tourism. Demographic profiling and changes in demographic structure of the country under consideration is an important aspect in this regard where different age groups are targeted for the development of the tourism business (Fredline et al., 2006, p.vi, 27). This paper is aimed at providing the critical analysis of is it time to ditch demographic profiling, or is it more important than ever in the digital era? Demographic profiling and tourism and hospitality: Large number of tourist places is present in the world. These tourist places are providing different types of products and services to the visitors to attract them. These divergences give tourists large variety in their choice of tourist places in the world. Several factors, such as ‘tourist perceptions of a destination, satisfaction levels, demographic profiles, and tourist activities’ affect the decision of tourists of same country to visit different places or of same country to different countries to visit the same place in the world. Various social, cultural and economic aspects affect these decisions of tourists (Jonsson and Devonish, 2008, p.398). Features and resources of tourist destinations are the most important elements in the tourism system. Therefore, in the markets for tourism and hospitality motivation of tourists is very important for the purpose of identifying the markets and also for the development of the business perspectives. There are various studies conducted on these concepts which are emphasised as “Push” and “Pull” factors. The “Push” factors are responsible for taking potential tourists away from their home. On the contrary, “Pull” factors are responsible for attracting these tourists to the tourist destinations. In this context, various other factors, such as beaches and accommodation, historical as well as cultural resources of different tourist places also play significant roles in the development of the tourism and hospitality business. These factors again affect the motivation of the tourists to travel in different places in the world. Various factors have been identifies by researchers in the context of increasing the motivation of the tourists to visit different places all across the globe. These factors have greatly been used or applied by the business organisations which are involved in the tourism business. Among the “Push” factors there are various internal factors which include desire for rest or relaxation, desire for making adventurous trips, escapes and health etc. These factors are said to affect the motivation of the people to conduct tours to different tourist places (Jonsson and Devonish, 2008, pp.399-400). Socio-demographic factors affect the attitude of the residents of a place towards tourism marketing (Kwon, 2008, pp.70-71). For example, changes in the demographic profile of the backpackers are affecting the demand for these in New Zealand (Richards and Wilson, 2004). In different tourist palace of Brazil also these changes in demographic profiling are affecting the demand for those places (Prideaux, 2010, p.51). In demographic profiling age profiling plays an important role in the process of developing the demand for tourist places and also for the hospitality services (Sheffield, 2009, p.91). Various demographic profiles, such as gender and age of tourists are also expected to affect the level of motivation to tour. These demographic features also affect the perceived image of different tourist places in the world. This perceived image is considered as the overall impression about the tourist destination and therefore building up proper image of the tourist place is most important for the business organisations. But in various studies, such as a study conducted by Andreu, Kozac, Avci and Cifter (2005), it has been shown that age factors do not make any significant change in the process of development of motivations of tourists to tour (Jonsson and Devonish, 2008, p.401). However, results related to these studies have shown that differences in age affect the motivation of people to visit different tourist places. These studies have revealed the fact that the older people are more likely to travel to different tourists places compared to younger people. This is because these older tourists are more likely to spend large amounts of time in relaxation as well as cultural exploration of places. On the other side, younger people are more likely to travel to different tourists places because of sports and hunts for adventures. This difference between the behaviours of older tourist and younger tourists can be explained by the differences in approach of these people of two different age groups towards physical exertion. Older tourists are more likely to visit different tourist spots after their retirement (when they have larger free time). During this phase of their lives these older people desire greater amounts of mental stimulation. They also prefer to visit different countries in order to raise their level of knowledge and awareness and also to learn new experiences of human lives. On the contrary, younger tourists desire to visit those places which are full of provisions for physical activities. Studies conducted by other researchers like Ryan and Glendon (1998), suggests that tourists places which are much more noisy and active, possessing interactive tourists are most likely to be preferred by the younger people. On the other hand, older people prefer to visit those places which are chance for greatest relaxation and comfort (Jonsson and Devonish, 2008, p.406). Demographic profiling also affects the cultural aspects of tourist which affect the attitude of the people towards tours (Ivanovic, 2009, p.310). Demographic profiling is also regarded as the positive factor affecting the demand for tourist places and the demand for high-quality hospitality services (Chen, 2011, p.135). In the demand for hotels demographic profiles and preferences play an important role (Enz, 2010, p.77). Age profiling affects the interests and preferences of people to travel to different places (McCabe, 2008). Effective marketing conditions affect the level of demand for tourist places and hospitality services by influencing the demographic profiling of tourists (Mills and Law, 2005, p.97). For instance, low prices for tourism and hospitality services affect the demand for these services by positively influencing demographic profiling of tourists (Laws, 2004, p.116). National as well as international tourists take their decisions regarding tourism and other services based on their demographic profiling like age profiling and income profiling. Hence, business marketing policies need to affect these profiling aspects (Pearce et al., 2011, pp.72-73). Various studies have suggested that in the tourism and hospitality industry of the Ireland these marketing policies have been applied to a great extent to affect the level of demand for those tourist places (Lee-Ross and Pryce, 2010, p.188). In another case, the demographic profiling of the Muslim people of the world has affected the demand for spiritual places to a great extent (Morisy, 2009, p.45). Other than age, demographic profiling of people of different places, such as rate of deaths, affects these demands as well (Jones, 2003, p.243). Demographic profiling and market segmentation in the tourism and hospitality business is a significant issue for business organisations. In the tourism and hospitality business issues related to market segmentation are almost similar to other businesses. However, there is a small difference in terms of the existing peculiarities in the tourism and hospitality markets. Various needs and motivational factors affect the market segment and demographic factors, like age, greatly affect the level of generation of this market segment in the tourism and hospitality industry all over the world. Large number of business organisations involved in travel and tourism and hospitality business use difference policies and strategies to affect the level of demand for tourism and hospitality services. Hence, the market segments for these services are also expected to be affected by these policies (Grbac et al., n.d., pp.286-287). Changes in demographic profiles of tourist destinations are expected to affect the demand for tourism and hospitality services across the globe. People belonging to different age groups are attracted to visit different tourist places according to their own desires and preference patterns. However, these people are motivated by these business organisations through effective changes in the structure of demographic profile of those tourist places. For instance, in Spain these changes have made significant impacts on the tourism and hospitality sector of the country. The lowest birth rate of the country and having one of the largest volumes of older people in the world made significant demographic changes in the tourism and hospitality industry of the country. All these factors have affected the level of income generation in the country which has again affected the market for tourism and hospitality in the country to a great extent. However, recent developments in the economic and demographic structures of the country are again positively influencing the tourism and hospitality markets in the country (Knowles, 2004, pp.28-29). In this context it is important to mention that business organisations in the tourism and hospitality industry, need to affect the preference patterns and motivations of people of any country according to age prevailing dominated age groups. They need to invest on development of only those tourist places which are preferred by the people belonging to the dominated age groups. Market segments are most largely based on demographic characteristics even in modern times as well. It is most important for the marketers to segment a market in the tourism and hospitality industry according to the demographic profiles of the people. This is the most natural system which is adopted by the marketers most of the times. In the demographic profile, age profile is an important factor which indicates what kind of market segments is to dominate the tourism and hospitality industry in a particular area under consideration. As it has been revealed in various researches and case studies that demographic profiles differ across different places, therefore efforts related to marketing of tourism and hospitality industry of the country needs to be consistent with the nature of demographic profiles of the particular area. In this context, variations in age groups are needed to be given separate emphasis in the marketing and selling strategies of these business corporations. For instance, people belonging to the middle-age group are expected to be attracted by these business organisations to visit those tourist places or to enjoy those hospitality services which are different from those preferred by the younger people (Kapoor, n.d., p.362). Among all the demographic profiles, such as age, gender, educational attainment and occupation, age differences play one of the most significant roles in developing the allocation of different tourist places. In research conducted by Lee (1998), it has been revealed that demographic profiles of tourists create great divergence in the process of growth of different tourist places all over the world. In this context, it is also important to argue that people, who are aged and who are experienced in visiting large number of tourists places, are most likely to have greater chance of visiting those places again and again (Williams and Uysal, 2003, p.180). Hence, it is most necessary for the business organisations to prepare tourism and hospitality services, such as hotels, recreation clubs etc., mainly for the older section of the people. These targeting decisions are more likely to be remained constant in each and every prevailing circumstance of those places. Also the particular nature and characteristics of different tourist places are also expected to affect the policy of these business organisations in the process of targeting people belonging to specific age groups. For instance, those tourist places having specific tourism and hospitality services which are naturally meant for the younger people are most expected to be attracted by these services. Hence, specific targeting strategies need to be used in terms of attracting younger group of people to visit these places, compared to the older people. Hence, it can be argued that targeting specific age groups in case of promotion and development of tourism and hospitality services in any country is highly important. Conclusion: Tourism and hospitality services are most important forms of services offered to different people having different demographic profiles. Different tourist places having different features and characteristics are also expected to get affected by different preference and choice patterns of these people. That is why different holy places are generally attracted by the people who belong to the middle and high age groups. Hence, these different tourist places are needed to be monitored and developed according to the need and choice patterns of people of those age groups who have the interest to visit those places. That is why it is most likely to argue that targeting consumers according to the age groups by the marketers in the tourism and hospitality sector is very much important, even in the modern markets for these services, as people belonging to different age groups still differ in terms of their preferences for visiting tourist spots and for enjoying hospitality services. However, it is also likely to mention that with the growing level of globalisation of tourism and hospitality services and technological advancements these differences in preference patterns of people are getting blurred. Mainly because of technological improvements an older person is getting more mental and physical support to visit a place which has previously been restricted to younger people. Also with respect to development of tourist places across the globe this elimination of differences in consumer preferences is also important. Due to this elimination large number of tourist places is having hospitality facilities for all age groups which are in effect raising the level of popularity and business of those tourist destinations to a great extent. References 1. Chen, J.S. 2011, Advances in Hospitality and Leisure: Volume 7, UK: Emerald Group Publishing 2. Enz, C. A. 2010, The Cornell School of Hotel Administration Handbook of Applied Hospitality Strategy, UK: Sage Publications 3. Fredline, L et al. 2006, DEVELOPMENT OF A SCALE TO ASSESS THE SOCIAL IMPACT OF TOURISM WITHIN COMMUNITIES [Online], Sustainable Tourism CRC, available from: http://www.sustainabletourismonline.com/awms/Upload/Resource/bookshop/Fredline_SocialimpactsTourism.pdf [Accessed on March 16, 2012] 4. Grbac. B. et al. n.d., PROFILING TOURISTS BASED ON HEALTHY-LIVING ATTITUDES [Online], available from: http://bib.irb.hr/datoteka/534321.Grbac_Tezak_Luk.pdf [Accessed on March 16, 2012] 5. 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