BeST holidaymaker typology (benefit-oriented tourism segmentation)

Project description

Unlike demographic and geographical segmentation, psychographic segmentation focuses on the motives, desires and attitudes of consumers. Benefit segmentation is a special type of psychographic segmentation: this involves the question of what benefits consumers expect from a product, such as vacation trips. Relevant segmentation dimensions were developed, condensed and selected in three preliminary studies. In the final BeST segmentation, holidaymakers are finally differentiated according to three dimensions:

• Dimension 1, “Immersion and learning” describes the desire for active engagement with the destination.
• Dimension 2, “Activity and variety” describes the extent to which consumers are more likely to want to do something (as opposed to relaxing by doing nothing) and
• Dimension 3 is the desire for a more environmentally friendly organization of the vacation trip.

One result of the research project is a scaled survey question that can be used in commercial and non-commercial market research studies on the topic of vacation travel.

• Independent research project
• Use of the segmentation procedure in the International Tourism Management course in all modules dealing with vacation travel
• Integration of qualitative and quantitative analyses
• Duration: 10/2019 to 12/2020
• Practical project partner: Tourismus Marketing Baden-Württemberg (TMBW)

Intersection analysis of the BeST holidaymaker types and the Sinus-Milieus

Benefit Segmentation in Tourism (BeST) was used to divide the German vacation traveler market into eight types of holidaymakers on the basis of a psychographic target group segmentation. In addition to holidaymakers, other target groups (e.g. locals, investors) also spend time in the destination, some of whom use the same geographical area with different expectations. In order to minimize potential conflicts of use and ensure both the quality of the guests’ visit and the quality of life of the locals, a coordinated and cross-target group management of the destination as a place to visit and live is required. This also means that an integrative target group approach is required. One of the best-known sociological target group models, which was implemented at the end of the 1970s and has since been widely used across all sectors, is the Sinus-Milieus. The focus of the Sinus-Milieus is the lifeworld of the individual and society is segmented into groups of like-minded people along two dimensions – social situation and basic orientation. The latest revision identifies 10 Sinus-Milieus (for more information, visit the SINUS Institute website). In order to exploit the advantages of both models, i.e. the BeST holidaymaker types and Sinus-Milieus, and finally to develop a holistic approach that integrates aspects specific to vacation travel in addition to the general lifestyle and takes into account the sustainability orientation of society, a secondary data-based intersection analysis was carried out and a matrix solution developed as part of a cooperative research project between DI Tourismusforschung and the SINUS Institute. As part of the intersection analysis, specific Sinus-Milieu-Segment combinations were developed for each BeST holidaymaker type, which generate added value for the identification, selection and enrichment of promising target groups and for the design of the destination’s target group strategy. The key findings of the cooperative and practice-oriented research process are available below.

• Independent, cooperative research project together with the SINUS Institute
• Use of the segmentation procedure in the International Tourism Management course in all modules dealing with vacation travel
• Enrichment of the existing target group profiles with Sinus-Milieus
• Based on secondary data (RA22, Destination Brand study series)