Page 18 - KEK Sungailiat Bangka

TARGET MARKET CHARACTERISTICS
T A R GET M A R K ET C H A RA CT ER IS TICS

HIGH MEDIUM GENERAL
INCOME INCOME INCOME + EAST ASIA / WATER SPORTS
S
R
E
S
P
O
RT
T

/
W
A
+ WESTERN TOURIST + EAST ASIA
TOURIST
/ G O L F R E S O RT V I L LA 1 MAINLAND / A G R I - T OUR ISM TOURIST
/ GOLF RESORT VILLA
/ AGRI-TOURISM
8 EUROPEAN CHINESE 2 HONGKONGERS,
/ ECO-TOURISM
E
RAN
U
T
D
A

E

N
T
I
H
G
R
/
/ HIGH END RESTAURANT / E C O - T OURISM MACAU

H
S
n
e
o
s
e
p
,
m
y
nd
t
p
e
o
o
v
s
h
• Love to shop, spend money
o

L
• Like prestige and brands
• Unique culture and history related M IUM E N T E R T A INME NT L i ke p r e s tig e a n d b r a n ds • Love nature, culture, & events
IUM
IUM
INME
R
R
E
T
A
A
T
E
INME
E
E
N
T
T
N
P
P
P
NT
NT
/ PREMIUM ENTERTAINMENT
/ / /

R
E
E
M
M
R
R
E
/ AUTHENTIC/ AUTHENTIC/ AUTHENTIC/ AUTHENTIC
t
o
o
p
o
t
ke
e
ke
t
ke
x
x
p
x
p
e

e
e
t
t
ure
ure
ure
t
u
u
l
l
l
e

x
erience
p
n
o
F
cus
o

u
e
e
d
d
d
e
e
e
rienc
rienc
rienc

c
c
c
fferent
i
i
i
fferent
fferent
i
l
c
mate
i
o
r
ical
p
w
L
• Looking for tropical climate weather • • Like to experience different culture • • Focus on experience
L
L
a
e
•
ther
t
oking
f
o
L
i
r
i

o
RIC
T
T
T
RIC
T
DISTRICT
D D D I I I S T RIC T
S
S
Looking
AFOOD
clean
fo
E
T
S
N
ER

E
air
C

r
• Variety of Asia food and beverages • Looking for clean air SEAFOOD CENTER • Less interest in shopping
in big
Older
tr

avel
oup
gr
• Rest and relaxation / WELLNESS CENTER • Older travel in big group / RESORT • Travelling proximity concern
N
T
ER
E
L
W
/

L
C
E

NES
S
/

R
E
RT
S
O
L
U
U
T
C
/
RAL

ent
tr
Youn
ger
avel independ
• Low cost travelling • Younger travel independent / CULTURAL • Travel with friends and family
VILLAGE
V I L LA G E
WESTERN + EAST ASIA
U
L
L
PULL
L
L
U
+ P P P U L L TOURIST
TOURIST
C
C
A
A
RS
O
O
RS
FACTORS
F F F A C T O RS TAIWANESE
T
T
7 AMERICAN 3
IVIT
C
A
Y
ACTIVITY
T
A C T IVIT Y ACTIVITY
C E N T ER C E N T ER • Shopping and haute cuisine
CENTER
CENTER
• See value in luxury acomodations
• Looking for tropical climate weather • Exploration spirit in nature & culture
• Chinese food requirement
• Unique culture and history related / / / H I I I S T O R ICA L T R A I I I L
T
L
A
A
T
H
S
T
T
S
H
ICA
ICA
L
/ HISTORICAL TRAIL
O
L
R
R
L
O
R
R
• Nature and landscape fan • Gift for friends nd
is
pri
orit
Acomod
ations
•
y
2
• • Sense of entitlement • Acomodations is 2 priority

of
entit
lement
Sense
C
H
U
H
P
P
P
P
H
H
P
C
H
P
O
O
S
O
S
S
S
S
H
U
C
C
O
S
O
O
U
L
U
U
/ / / / / / / C U L T U RAL S H O P P ING
/ CULTURAL SHOPPING
RAL
RAL
RAL
L
RAL
U
T
T
T
T
T
T
U
U
U
U
U
RAL
P
P
P
L
P
C
C
P
U
P
ING
L
L
ING
L
RAL
ING
ING
ING
ING
SOUTH EAST EAST ASIA
+ + TOURIST
ASIA / / / B E A CH FR ONT R E S O RT
CH
RT
CH
RT
E
E
E
S
A
A
S
R
B
/ BEACHFRONT RESORT
B
ONT
R
E
ONT
O
O
FR
FR
EAST ASIA
+ TOURIST
7 SINGAPOREAN, 4 JAPANESE
P
O
W
P
RT
P
RT
RT
O
E
E
W
E
O
A
A
W
A
/ / /
S
S

S
R
R
T
S
R
T

T

S
S
KOREAN
MALAYSIAN etc / WATER SPORTS
5
• Low budget, high value • Observing nature & culture
B

CH
CH
CH
A
A
A
E
&
&
B
B

ONT
F
F
E
ONT
ONT
E
B
FR
/ BEACHFRONT F&B
FR
B
FR

/ / /
• Sustainable development prefer • Clean air & water F & B • Short stay
&
an
er
t
C
w

e
r
a
i
l
a
• Emphasize on service
• Food, relaxation and adventures • Environmentally sensitive
ironmentally sens
e
Env
itiv
• Travelling proximity concern • Emphasize on experience • Cleanliness and safety

e
p
x
p
erience
n
ha
si
E
m
o
ze
• Tourism infrastructure concern • Mixture of activity & entertainment • Have sense of infatuation
t
c
i
ity
v
a
ixture
M
o

f
t
n
e
tainment
r
e

&

• Less interest in beach-sun related activity
dget
Bu
cious
cons
• Budget conscious 1 8
18
*Tourist characteristic conducted from several country tourism board report