Target markets as working archetypes

Abstract

This article addresses target markets developed by Tourism New Zealand as part of the country’s efforts to attract international tourists. Studies of market segmentation and target markets undertaken by tourism researchers have typically involved the analysis of data obtained from tourists. Through such research, scholars identify a series of market segments and potential target markets. Attention, in this article, is directed at marketer-generated target markets used to promote a destination rather than segments or target markets identified by tourism scholars. Marketer-generated target markets are conceptualized as ‘working archetypes’ that direct the marketing activities of an organization. Such archetypes shape the work of Tourism New Zealand with regard to marketing; in addition, they are a form of working knowledge that is periodically subject to reconsideration and serious revision. An organization periodically replaces the working archetypes that inform its marketing efforts. Circumstances can change, and visualizing a different ideal consumer is sometimes seen to be necessary in order to ensure that marketing initiatives remain successful. This article explains the reasons for Tourism New Zealand changing its target market from the Interactive Traveller to the Active Considerer, demonstrating that this reworking of the country’s ideal visitor reflected both turbulent and uncertain economic times and the interpretation of new data collected by the organization.