Assignment 1 – Review of Market Segmentation Studies

Assignment 1 – Review of Market Segmentation Studies (30%)

Due date: March 20, 2024

The assignment asks you to compare and contrast two different segmentation methods applied to specific case studies and determine which one is more effective in a destination marketing scenario for the various cases examined.

This assignment is an individual assignment.

The length of the assignment is up to 2000 words, including references and appendices.

Select two of the common segmentation techniques used in tourism marketing (Geographic, Demographic, Psychographic, Behavioural or Benefit-based). Read at least two case studies academic journal articles per segmentation technique (a total of at least 4 case studies) and critically analyse each technique before arguing which technique you feel is more effective to market to a destination.

The up to 2000 word paper will be divided into four parts:

• Introduction (200 to 400 words) – identification of the two techniques and justification why each technique was chosen
• Critical analysis of segmentation technique 1 (maximum 500 words) , including a discussion of its relative strengths, limitations, ease of effectiveness and ease of application
• Critical analysis of segmentation technique 2 (maximum 500 words), including a discussion of its relative strengths, limitations, ease of effectiveness and ease of application.
• Discussion and conclusions (300 to 500 words) to identify and discuss which technique you feel is most suitable.

APA (7th edition) is required for all assessment referencing in this course. For guidance please refer to UQ's website.

Notes

• Students who rely on generic articles talking in general terms about the strengths and weaknesses of different segmentation techniques will receive a failing grade for the assignment. The purpose of the assignment is to conduct a critical analysis of the application of different segmentation cases in different contexts.
• Your final recommendation may identify a preferred technique as being most suitable or you may argue, effectively, that different techniques are more suitable in different contexts.
• Make sure your cases are tourism, hospitality and events specific
• Focus your analysis on like situations. For example, you may choose 4 cases examining destinations, four cases examining F & B, 4 cases examining events, 4 cases examining hotels, etc. Do not mix and match situations as it makes it difficult to come to a clear conclusion about which approach works best.