Proposed Concept of Segmentation of Traditional Japanese Emissive Market for Managing Tourist Promotion of Mediterranean Countries

Neven Šerić, Silvija Vitner Marković, Svemir Tamari Tutnjević


The concept of segmentation strategy of targeted emissive market is a usable starting point for efficient managing of promotion of receptive tourist destination.  Growth in number of competing Mediterranean countries receptive tourist offers, conditions the need for the segmentation of specific emissive markets within the scope of the adjustment in the promotion itself. If this condition is not met, the presence of certain tourist segments may fail to meet the expectations. Segmentation becomes a strategic marketing tool of specialized tourist promotion of the receptive country itself when dealing with the emissive market characterized by the high non-accommodation, self-catering vacation rentals consumption. Promotion in tourism should send clear messages to the sought after, tourist segments regarding what is and how it is being offered. Undifferentiated marketing meant only for specific emissive market, weakens the tourist offers competitiveness and attractiveness. The strategic segments comprised in the process of segmentation, are selected in accordance with both the ability to meet the interests and trends in guests behaviour with available tourist resources of the receptive country. Tourist promotion thus takes over the role of the marketing tool in combining of the supply and demand, always in accordance with the goal strategic segment’s standards of the targeted emissive market. For the purpose of this paper the research of Japanese emissive market has been conducted. All tourist segments that can help Mediterranean countries, such as the Republic of Croatia to achieve the growth in tourist consumption and prolong the tourist season, are presented. Research and in-depth analysis showed certain errors in the tourist promotion due to the neglect of the cultural specific quality and historic genesis of the targeted market. The fundamental research question is: there are enough segments on the Japanese emissive market for the efficient promotion of tourist resources of a typical Mediterranean country. All recommendable segments that can be classified as strategic are presented in this paper.

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promotion, segmentation, emissive market, adjustment

JEL Codes

M31, L83


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DOI: 10.1515/aicue-2015-0021