Segmentation, International Routes and Viral Marketing in Layers

One day somebody will realize that specialized tourism is the bright future of the tourism sector, chiefly, because…
1) Over it you can build mass tourism as we discover in other post
2) Allows you to get more control over your chain of value.
3) Brings tourist out of season and to different places….
But overall and this is, definitely, my favorite… BRINGS MORE OPPORTUNITIES, HIGHER PAYING JOBS AND ENTREPENURIAL OPPORTUNITIES TO MY TOURISTOLOGISTS!!!
That day people will use and understand the power of “Segmentation, International Routes and Viral Marketing in Layers”, a Recipe for Success.
First, let’s begin with a good segmentation. As you know the most important variable of segmentation in tourism is travel’s motivation. Usually, you can summarize it using generic and specialized motivations. You can go deeper in the process with a new classification:
I like this activity/service (martial arts, climbing, wine, write, to have international contacts, learn English…).
I wannabe or PRO-AM. I’m thinking in the possibility of become a professional or this is my hobby.
I’m a professional. I’m already earning a leaving with this activity/service.
All this segments are related with the same activity/service BUT the necessities that they have couldn’t be more different, however you can put all together in a trip and get interesting synergies. For instance a great master in Kung Jung Mu Sul (and ancient martial art from Korea) needs students but also people who wish to become a master. Students need a master but also a role model to get inspiration…
Then you can add others variables of segmentation related with the travel or the things that they can get through a travel. Let me clarify a little bit this point.
As you know, we strongly believe that Touristology is a science. In the same way that Nutritionist can create specific diets for sports, for intellectual effort, for special illness… In the same way that a Doctor in medicine can teach you how to breathe in order to take care of you voice, or a Yogi do the same in order to get energy (Pranayama)… A Touristologist can use a travel as an excuse to get what is really important to you. We can get a visual representation with a matrix similar to this:

For instance, let’s take grandparents which nowadays expend more and more hours with their grandchildren. Do they need something special when they travel? Of course, special care, activities, etc. Can they get what is important to them through a travel? Definitely! Maybe they don’t want to travel BUT they are worried for the education of their grandchildren and through a travel are easier to learn about history, geography… languages!!! Maybe they don’t want to travel BUT they want to improve the relationships with their grandchildren OR they are interested in getting international contacts and share motivations, problems, solutions… all these kinds of things are easier to get through a travel thanks to:
1) Perspective change in travel. You get and international vision, different ways to feel/live the same situation. You also get and external vision, because you are far away from your usual environment.
2) Natural tendency to crowd together during a travel. Which it is perfect to improve relationships, to create or enforce a team, to start up the foundations of a community…
3)Community’s power. When you’re surrounded with people and a Touristologist is available to lead and to create positive mental states useful for the entire community you can benefit from our gregarious nature. Is it easier to keep your weight at bay when your friends do the same, isn't it?
Second, let’s add and international route. To make more attractive the travel, to add more contacts, perspectives…you can learn about international routes advantages here.
Third, you have the segment properly segmented, you get them in an international route now it’s the moment to create layers and use viral marketing. If you properly apply 1,2, 3 theory (1= segment with specific needs; 2 customized offer; 3 chain of value to add value and get the trust) you will create a powerful nucleus able to expand in several layers of profit.
Few ideas: A new layer for people willing to…
1) Investigate (Marketing Research): A chain of hotels (or any other kind of enterprise) specialized in this segment.
2) Promote something inside a focus group: Specialize writer, magazines, materials, universities…
3) Learn the secrets of our success: To make a study case for a University or other destination/enterprise willing to create something similar.
Once built the layers over the nucleus you can apply viral marketing: During a specialized travel is easier to bring out the power of viral marketing in a social network. As you already know in order to make an idea viral you need the right people (with more contacts, with more influence) and to have them surrounded by like-minded people. In the close environment of a specialized travel you already have this group of like-minded people and it is very easy to find the influencers. But only if you are a good… TOURISTOLOGIST!!!