Question
बाज़ार विभाजन अवधारणा का अंतर्निहित सिद्धांत क्या है? पर्यटन उत्पादों और सेवाओं के लिए बाजार को विभाजित करने के लिए उपयोग किए जाने वाले प्रमुख चरों पर चर्चा करें।
Answer :
Word Count : 945
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Skip in 10
बाज़ार विभाजन की अवधारणा इस विचार पर आधारित है कि कोई भी बाज़ार पूरी तरह से समान नहीं होता, बल्कि उसमें विभिन्न प्रकार के उपभोक्ता होते हैं जिनकी आवश्यकताएँ, इच्छाएँ, रुचियाँ, आय स्तर, जीवनशैली और व्यवहार अलग-अलग होते हैं। पर्यटन विपणन में यह विशेष रूप से महत्वपूर्ण है क्योंकि पर्यटक अलग-अलग कारणों से यात्रा करते हैं, उनकी प्राथमिकताएँ अलग होती हैं और वे विभिन्न प्रकार के पर्यटन उत्पादों तथा सेवाओं की मांग करते हैं। बाज़ार विभाजन का मूल सिद्धांत यह है कि संपूर्ण बाज़ार को छोटे-छोटे समूहों या खंडों में विभाजित किया जाए ताकि प्रत्येक समूह की विशेष आवश्यकताओं और अपेक्षाओं को बेहतर ढंग से समझकर उनके अनुरूप उत्पाद, सेवाएँ और विपणन रणनीतियाँ विकसित की जा सकें। बाज़ार विभाजन का अंतर्निहित सिद्धांत यह मानता है कि सभी उपभोक्ताओं को एक ही प्रकार के उत्पाद या सेवाओं के माध्यम से संतुष्ट नहीं किया जा सकता। इसलिए विपणनकर्ता को उपभोक्ताओं की समान विशेषताओं के आधार पर समूह बनाना चाहिए, ताकि प्रत्येक समूह के लिए अलग-अलग विपणन मिश्रण तैयार किया जा सके। पर्यटन उद्योग में यह और भी आवश्यक हो जाता है क्योंकि यहाँ उत्पाद अमूर्त, अनुभवात्मक और सेवा-प्रधान होते हैं। उदाहरण के लिए, कुछ पर्यटक रोमांचक गतिविधियों जैसे ट्रेकिंग, स्कूबा डाइविंग या साहसिक पर्यटन में रुचि रखते हैं, जबकि कुछ
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