Page 42 - Tourism The International Business
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Exhibit 16: Matterhorn. (Courtesy
Cunard.)
Segments of the market
A segment of the market is a part of the market whose members have similar characteristics. In this way it is
possible to market to them as a group. In tourism the major segments are business travelers and pleasure travelers.
Business travelers
The segments of the business market are regular business travelers; business people attending meetings,
conventions, and congresses; and finally, incentive travel.
Regular business travel. Approximately one in every five trips taken in Canada and the United States is for
business reasons. As business increasingly becomes international in scope there is an increase in international
business travel also.
Tourism the International Business 42 A Global Text
