Tourism Marketing - Tourism: Principles, Practices, Philosophies - page 436

Demographics also provide good segmentation variables. Demographics are the social statistics of
our society. Age groups are an excellent example.

Psychographic Market Segmentation

Several models have been developed to classify people according to types. One such

early model was developed by Stanley C. Plog, who classi ed the U.S. population along a psycho-
graphic continuum, ranging from the psychocentric at one extreme to the allocentric at the other. 11
The term

psychographic

psychocentric is derived from psyche-orself-centered, meaning the centering of one ' s

thoughts or concerns on the small problem areas of one ' s life. Such a person tends to be self-inhibited

and nonadventurous. Allocentric , by contrast, derives from the root word allo, meaning '' varied in

form. An allocentric person is thus one whose interest patterns are focused on varied activities. Such a

person is outgoing and self-con dent and is characterized by a considerable degree of adventure
and a willingness to reach out and experiment with life. Travel becomes a way for the allocentric to
express inquisitiveness and satisfy curiosity. Table 19.1 shows personality and travel characteristics of
psychocentrics and allocentrics.
Plog modi ed his model of destination preferences based on more recent research (1995). 12
According to Plog

''

s findings, Dependables prefer a life that is more structured, stable, and predictable.
These individuals would rather follow a set pattern or routine in order to be able to plan their lives.
Venturers tend to go more places more often. Leisure travel occupies a central place in their lives, and
they eagerly seek out new, exotic, and/or unknown places. Venturers are more likely to fly to their
destinations, and they shun guided tours in favor of exploration. Centrics comprise the largest group,
as one would expect. It is easier to move Centrics, because they possess characteristics of both
Dependables and Venturers, and they tend to react favorably to destinations, activities, and events
that appeal to travelers on either end of the lifestyle continuum. Both Plog's early work and current
work are summarized in Table 19.1.

'

Camp Carnival kid's program features morning-till-night activities. These guests are obviously taking
advantage and enjoying the many facilities available. Carnival is successfully appealing to the families-
with-children market. PhotocourtesyofCarnivalCruiseLines.