The target market for the tourism industry is the pleasure market since many tourists participate in pleasure activities. Therefore, organizations must identify the unique needs of their customers based on the segmentation. One marketing strategy includes positioning by dedicating specific services to a specific segment. Organizations should understand the trends of the tourism industry to ensure the positioning of customers with unique needs. The selected segment includes young adults aged 18 to 25.
Psychographic Characteristics of Young Adults Aged 18 to 25
One of the psychographic characteristics of this segment includes value search and self-identity. This group acknowledge experiences or engagements that help them identify their values. Other psychographic characteristics of young adults aged 18 to 25 include adventure and innovation (Caber et al., 2020). This segment acknowledges new experiences that bring changes into their lives, including stepping out and trying new ideas. Another psychographic feature of this segment includes social relations. This segment believes in building strong and effective social relationships, including meeting and interacting with new individuals. They love socializing with friends and engaging in group activities.
Themes of Tours that Would Appeal to Young Adults Aged 18 to 25
Cultural Engagement Tours
Cultural engagement tours aim to improve individuals’ experience of different cultural values. They include activities like trying new traditional foods and engaging in cultural celebrations. It promotes intercultural understanding, gratitude for cultural diversity, and compassion for vulnerable groups. This theme comprises culinary journeys where the selected segment can explore different culinary traditions like meals to improve the tour experience. It appeals to young adults because it promotes cultural interactions, enabling them to build new relationships and improve their cultural competency skills. Cultural engagement tours allow young adults to understand their values and the true meaning of their lives (Onosu, 2021). Engagement tours help create long-lasting memories that influence young adults’ beliefs and perceptions about other cultural values.
Educational Discoveries Tours
Educational discovery tours include intellectual inspiration and investigational learning to enable tourists to improve their understanding, build new skills, and identify new academic themes. They include historical travels, such as museums and historic buildings, to allow this segment to understand the roles of history in human life. These tours also comprise environmental conservation genres that enable this segment to participate in community-building activities, such as ecological studies and conservation projects. Other genres within this tour include workshops and innovative arts, such as painting, to allow this segment to enhance their artistic capacities. Therefore, it improves self-demonstration and individual growth among young adults. This theme would appeal to young adults because it triggers their critical and reflective thinking and expands their skills and knowledge base to expand their intellect. Another reason is that this theme would allow this segment to develop and improve their practical skills by engaging in activities like community-based projects and conservational studies. Furthermore, the theme would appeal to young adults because it would allow them to build a global perspective of the issues affecting human lives and cultural competence to embrace diversity.
Adventure Expeditions Tours
This theme focuses on exploring new ideas, things, or activities like wildlife, sports, or driving. Adventure expeditions offer thrilling events and mind-blowing natural spaces to encourage tourists to explore nature and learn (Luberecki, 2022). They include wilderness hiking to allow young adults to experience various activities like conquering mountains and camping in forests. They also include water sporting activities, which are highly attractive to young adults. Therefore, these tour events help young adults to connect to nature. Another genre within this theme is wildlife safaris, which allow young adults to view and learn about endangered animals. This theme would be appealing to this segment because it encourages investigational learning to build self-assurance. It would also be appealing to young adults because it creates strong social bonds with new friends, improving their learning and networking experiences. Lastly, this theme provides a breathtaking experience away from a normal routine, offering a sense of freedom and stimulation to young adults.
Caber, M., Albayrak, T., & Crawford, D. (2020). Perceived value and its impact on travel outcomes in youth tourism. Journal of Outdoor Recreation and Tourism, 31, 100327. https://doi.org/10.1016/j.jort.2020.100327
Luberecki, B. (2022, December 21). 6 adventure travel and active tour trends for 2023. Tour Scoop. https://tourscoop.com/adventure-travel-active-tour-trends-2023/
Onosu, G. (2021). The impact of cultural immersion experience on identity transformation process. International Journal of Environmental Research and Public Health, 18(5), 2680. https://doi.org/10.3390/ijerph18052680