Target Market Characteristics
PROMPT: Choose Topic 1 or Topic 2. This case study discussion is about lesbian/gay/bisexual/transgender (LGBT)-friendly tourism. Formulate a response responding to these specific questions below rather than those within in the case study. Review this case study:
- Describe the LGBT tourists segment that Richmond has used in the past provided in the case study.
- Based on the information provided in the case study, what are the benefits for Richmond to marketing to the LGBT community?
- Name two potential subsegments within the broad LGBT tourists segment that Richmond might choose to target.
- What is the best approach for marketing to the subsegments you have identified? Why?
- Is the LGBT market attractive enough to justify an extended marketing campaign for Richmond? Why or why not? What more do you need to do or know to answer this?
- Is “LGBT” still the best descriptor for marketing to this community, or is another term preferred?
