Target Market Analysis

Demographic

  • Middle class men & women with families
  • Makes a reasonable amount of income yearly
  • Either married or single but preferably with kids
  • Individual with a job that can afford going on holidays

 

Geographic

  • Mainly individuals located in Thompson-Okanagan region for reasons based on accessibility

 

Psychographic

  • Interested in horses and food lover
  • Interested in learning about local culture

 

 

 

EQ PROFILES 

 

DMO’s use EQ profiles to categorize types of travelers. EQ is ” a market segmentation system based on the science of psychographics” (Arsenault et al, 2011). This tour is targeting Free spirits & Cultural Explorers as they fall under the characteristics from the Target Market Analysis.

 

Free spirits

Free spirits are very social and are open-minded and have a positive outlook on travel which makes them an ideal fit for this tour. 40% of them are aged 35-54 which falls into the demographic for middle class men & women of which 37% are families form the life stage. This is based on information on EQ profiles provided by Destination Canada.

This type of traveler enjoys

  • Adventure
  • Restaurants
  • Sample travel

These selected descriptions fall into the category of the type of traveler needed for this tour.

 

 

Cultural Explores

Cultural explorers seek whatever opportunity to discover and experience culture, people and the environments the visit. They love to learn more and connect to the places they visit. They enjoy visiting historic sites and having experiences that relate to the culture of the places they visit. This is why we believe this type of traveler would also be a good fit for the tour. This is a local tour showcasing another aspect of Kamloops culture and places to eat in Kamloops.

 

This type of traveler enjoys

  • Energetic activities
  • Heritage & cultural sites
  • Living history/culture

 

 

 

 

 

References 

Arsenault, N., Anderson, L., & Harding, W. (2011). Experiences [PDF file]. Retrieved from 

https://www.destinationcanada.com/sites/default/files/archive/2013-01-

01/Tools_ExplorerQuotient_Profiles_2015_EN.pdf