TABLE OF CONTENTS Demographic segmentation refers to grouping consumers on the basis of such characteristics as age, ethnicity, family stage, gender, income, occupation, and religion (Table 5.4). Demographic and geographic segmentation are the most frequently used methods of segmentation. A reason for the popularity of demographic segmentation is the possible correlation between demographic characteristics such as a consumer's income and occupation and psychographic characteristics such as lifestyle. In fact most marketers have believed that income and occupation often determine a person's choice of lifestyle. Marketers therefore tended to focus on demographics, since it is easier to determine external demographic characteristics than internal psychographic characteristics. However, this correlation is no longer as true. Today consumers are more likely first to identify themselves through a self-chosen lifestyle that can be very different than what might be assumed from their income and occupational role. Despite this change, demographics are still important, but the method should not be used in isolation (Michman et al., 2003).
| Characteristic | Description | Relation to Tourism |
|---|---|---|
| Age | Children, teens, adults, elderly | Types of activities desired |
| Gender | Male, female | Specialized activities such as shopping vs. sports |
| Ethnicity | African American, Asian, Hispanic, Native American | Historical sites, museum exhibits, arts and handicrafts |
| Income | Low, average, high | Destination choice based on disposable income |
| Family stage | Single, newlyweds, divorced, families, empty nesters | Types of activities desired |
| Religion | Catholic, Protestant, Jewish, Muslim, Hindu | Religious history, spiritual sites |
Another reason for the popularity of demographic segmentation is that a considerable amount...
