The paper discusses the curent tourism promotional activities targeting the youth package market. It argues that marketing messages which use sexual imagery are an example of the successful targeting of Generation X. The marketing strategies of the UK youth tourism operator Club 18-30 form the case study although the discussion is relevant for all tourism marketers interested in appealing to the youth market segment.
The paper briefly discusses market segmentation and then reviews some of the recent literature which highlights the lifestyle characteristics of today's young consumers. Its main focus, however, is to highlight the role of sexual imagery in tourism marketing and to assess the success of a particular campaign which clearly uses sex to sell torrrism products. It concludes that this is an effective campaign aimed at younger consumers, especially in view of recent arguments that many market-
Ritchie, K. (1995) 'Marketing to Generation X', Lexington Books.
2.
Smith, W.R. (1956) 'Product Differentiation and Market Segmentation as Alternative Marketing Strategies', Journal of Marketing, Vol. 21, July.
3.
See, for instance, Schiffman, L.G. and Kanuk, L.L. (1994) 'Consumer Behaviour ', 5th edn, p. 47, Prentice Hall;Loudon, D.L. and Della Bitta, A.J. (1993) 'Consumer Behaviour', 4th edn, .p. 31, McGraw-Hill; and Solomon, M.R. (1994) 'Consumer Behaviour ', 2nd edn, p. 11, Allyn and Bacon.
4.
Chisnall, P.M. (1994) 'Consumer Behaviour', 3rd edn, p. 323, McGraw-Hill.
5.
Sheth, J.N. (1967) 'A Review of Buyer Behaviour ', Management Science, Vol. 13, No. 12. (6) Ritchie, ref. 1, p. 9.
6.
Strauss, W. and Howe, N. (1995) 'Generations: The History of America's Future, 1584-2069', William Morrow, quoted in ref. 1, p. 9.
7.
'Generation X: An Army of Ageing Bart Simpsons or the Wave of the Future? Today's Cohort of 16 to 24s' (1993) Leisure Futures, No. 3, p. 16.
8.
This is the central theme of 'Marketing to Generation X', ref. 1.
9.
Ibid., p. 3.
10.
Ibid., p. 19.
11.
Pritchard, A. and Morgan, N.J. (forthcoming) 'Marketing Practice and Opportunities in the Tour Operators' Senior Travel Market: Beyond Bowling and Ballroom Dancing ', Journal of Vacation Marketing.
12.
Henley Centre (1992) 'Demographic Background', Leisure Futures, No. 3, pp. 16-20, 16; 'Silver Service for the Golden Generation', The Times , 9th March, 1995; and 'Generation X: An Army of Ageing Bart Simpsons or the Wave of the Future?', see ref. 8 above.
13.
See, for instance, Middleton, V.T.C. (1994) 'Marketing in Travel and Tourism', 2nd edn, p. 39, Butterworth Heinemann; and Kotler, P., Bowen, J. and Makens, J. (1996) ' Marketing for Hospitality and Tourism', p. 189, Prentice Hall.
14.
Ritchie, ref. 1, pp. 16-17.
15.
See ref. 8 above.
16.
(17)
17.
Ibid.
18.
Ibid.
19.
Ritchie, ref. 1, p. 17.
20.
Ibid., p. 165.
21.
Ibid, p. 87.
22.
Ref. 8, p. 20.
23.
Ibid., p. 31.
24.
Ibid., p. 30.
25.
Ibid., pp. 96-97.
26.
Ibid.
27.
Ibid.
28.
Clarke, J. (1992) 'Spotlight on the Youth "Four S's" Consumer', Torrristrr Management, September, pp. 321-327, esp. pp. 322-323.
29.
'Young People's Holidays', Travel Trade Gazette, UK & Ireland, 2nd February, 1994, p. 64.
30.
Peter Vella, Twenty's general manager, quoted in 'Young People's Holidays', Travel Trade Gazette, UK & Ireland , 14th January, 1993, p. 52 and 2nd February, 1994, p. 64.
31.
Ibid., 14th January, 1993, p. 52.
32.
'Changing Face of Club 18-30', Travel News , 1st March, 1990, and Clarke, ref. 27, esp. p. 322.
33.
Ibid., 'Changing Face of Club 18-30'.
34.
See ref. 30, 14th January.
35.
Ibid.
36.
'The Club Sets Out to Broaden its Horizons', Travel Trade Gazette, UK & Ireland, 14th January, 1993 , p. 53.
37.
'Benidorm Returns to Warm Welcome', Trave Trade Gazette, UK & Ireland, 2nd February, 1994, p. 65.
38.
Club 18-30, newsletter, 1995.
39.
Impey, B. (1995) Club 18-30 general letter.
40.
Ibid.
41.
Rogers, L. and Harlow, J. (1995) 'Return of the Sun and Sex Holiday', The Times.
42.
Williams, R. and Moyes, J. (1995) 'Club 18-30 Posters Fail to Score in Taste Test', The Independent, 10th February.
43.
Ref. 41 above.
44.
Parker, I. (1995) 'The 18-30 Ads that Went all the Way', The Independent, 26th February.
45.
Ref. 42 above.
46.
Jenkins, L. (1995) 'Posters for Travel Firm Went Too Far', The Independent, 8th March.
47.
Ref. 39 above.
48.
Ibid.
49.
Ref. 41 above.
50.
Advertisements run in Loaded: For Men
51.
Who Should Know Better, February 1996.
52.
'Club 18-30 keeps it up with ads', Marketing , 4th January, 1996.
53.
Club 18-30 Summer 1996 main edition brochure, p. 2.
54.
Pritchard and Morgan, ref. 12 above.
55.
Morgan, N.J. and Pritchard, A. (forthcoming) 'Tourism Marketing and Promotion: Creating the Image', ch. 5, John Wiley & Sons.
56.
Ref. 52 above.
57.
Rogers and Harlow, ref. 41 above.
58.
Morgan and Pritchard, ref. 54, ch. 9.
59.
Chandler, J. (1993) 'Putting the Figures on Sex Appeal', The Journal ofMarket Research, May, pp. 8-9.
60.
Moore, S. (1987) 'Target Man', New Statesman, January; and Pritchard , A. (1992) ' Images of Masculinity and Femininity in Magazine Advertising: A Case Study of Playboy and GQ', unpublished University of Wales MSc [Econ].
61.
Simpson, M. (1994) 'Advertising and the Male Sexual Icon', Campaign, 29th July, pp. 30-33.
62.
Pruitt, D. and LaFont, S. (1995) 'For Love and Money. Romance Tourism in Jamaica', Annals of Tourism Research , Vol. 22, pp. 422-440.
63.
Rogers and Harlow, ref. 41.
64.
Ibid.
65.
'Advertising Industry's Creative Minds Face Questions of Taste', The Independent, 23rd July, 1996.
66.
'Sexy Ads: An Anti-climax?', Marketing, 3rd August, 1995.
67.
'Does Sex Sell Holidays?', Daily Telegraph , 7th April, 1996.
