Market Segmentation

Market segmentation is used to identify similar charactersitics of visitors to Australia and the Northern Territory, which represent the most attractive market. These characteristics include demographic and psychographic variables, such as attitudes, values and interest.

Tourism NT uses two separate market segmentations:
1. Domestic Market Segmentation - Spirited Travellers
2. International Market Segmentation - Experience Seekers

The different titles simply reflect the ownership of the respective market segmentation research ie; Tourism NT and Tourism Australia respectively.

Collectively this group is referred to as EXPERIENTIAL TRAVELLERS. The experiential traveller seeks a holiday experience with meaning and purpose. The experiential traveller wants an authentic holiday that is not just 'sight-seeing', but one that by involvement indulges their special interest and fulfils the particular reason for which they have travelled.

The experiential traveller wants a holiday based on the Territory's natural and cultural strengths. This may be in the form of interactive learning which exposes them to a different culture, or one that provides them with a physical or psychological challenge. The experiential traveller seeks a holiday that will provide them with a sense of personal enrichment.

The experiential traveller is an environmentally and socially conscious traveller, and wants ecologically sustainable experiences.

Market segmentation is used by Tourism NT to:
• Inform the style and tone of marketing communications;
• Locating and placing communications in appropriate media channels;
• Inform destination development needs; and
• Guide product development.