Principles of market segmentation in tourism industry

Larisa Teterina

Diplomová práce

Anotace:

Every year a great number of people travel abroad, but they are doing it in different ways. Some of humans prefer travel agency to buy tickets for plane, train and to book a room in a hotel, others use technologies: applications of booking.com, Airbnb.com, aviasales.ru. Only due to the market segmentation the directors of travel agencies and mobile applications can build good business. In theoretical part, we will learn what is market segmentation, the principles of it and examples. So, in the diploma will be disclosed the information how principles are important. Moreover, it is important to learn about technologies that people use, for example, apps of tripadvisor, booking, foursquare. Practical part aims for the actual examples of principle of market segmentation on a tourism project “Gesharim”. There will be actual analysis of market segmentation. We will find age of travelers, social status, and other things.

Abstract:

Every year a great number of people travel abroad, but they are doing it in different ways. Some of humans prefer travel agency to buy tickets for plane, train and to book a room in a hotel, others use technologies: applications of booking.com, Airbnb.com, aviasales.ru. Only due to the market segmentation the directors of travel agencies and mobile applications can build good business. In theoretical part, we will learn what is market segmentation, the principles of it and examples. So, in the diploma will be disclosed the information how principles are important. Moreover, it is important to learn about technologies that people use, for example, apps of tripadvisor, booking, foursquare. Practical part aims for the actual examples of principle of market segmentation on a tourism project “Gesharim”. There will be actual analysis of market segmentation. We will find age of travelers, social status, and other things.

Keywords

Segmentation, marketing, principles, tourism, methodology, types of segmentation, tourism projects, target market, demography.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 13. 4. 2018

Obhajoba závěrečné práce

• Obhajoba proběhla 14. 6. 2018
• Vedoucí: prof. PhDr. Karel Lacina, DrSc.
• Oponent: PhDr. Karel Eliáš, CSc.

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication