Читать книгу NEUROMARKETING - Branislav R. Tanasic - Страница 8

Contrary to the world's demographic boom, Europe already has severe problems with natural population growth, from just 1.1% per annum. The number of young people aged 15-24, from 12% in 2010, fell to 11.3% by the end of 2014. By comparing statistical data from 1994, it can be seen that the number of males steadily decreases with the same increase in the number of older people. The average life expectancy increased to 83.3 years so that Europe became an evergreen continent (Eurostat-Statistical Books, 2015: 20-29).

Combined with geographic data, demographic data, number, age, gender, education, marital status, will be of significance marketing research for analysis of the tourism market. The fact that the average life expectancy in developed countries has been lengthy extended, the educational level of tourists from these countries is increasing, identifying some specific target groups, i.e., segments of potential travelers.

The primary segmentation of the market is the American company Claritas Inc. They developed a Nielsen PRIZM Premier, segmentation system that combines demographic and geographic data, information on habits and consumer behavior that makes marketers much more comfortable to identify, understand, and target consumers. Prizm defines every household in America and classifies it in one of the groups of consumers according to certain criteria, based on which they represent a specific offer; annual income, lifestyle, consumer habits, geographic and demographic affiliation (Rosenberg, 2015).

In recent years there have been massive migratory movements caused by wars and the unfortunate economic situation of some countries. Migrants mostly try to find a refuge in European Union countries. Among them are important European tourist destinations under the enormous pressure of many asylum seekers from Africa and Asia. If this trend continues, the influx of migrants will undoubtedly change the tourist visit to some of Europe's destinations, primarily Turkey and Greece.