Target Markets

 Target Markets for Gastronomic Tourism

In order to identify the type of tourists who are attracted to gastronomic tourism within the regions of Piedmont and Chianti, Italy, it is necessary to use four different market segmentation variables as a framework for this discussion.  The three market segmentation variables include: 1) geographic segmentation, 2) demographic segmentation, and finally, 3) psychographic segmentation.  It must be noted however, that the approach of this discussion will not only focus on these regions of Italy, but also on other locations of gastronomic tourism in order to provide an overall study of the type of tourists that this tourism attracts.

The geographic segmentation factor associated with gastronomic tourism in Piedmont and Chianti focuses on what is the ‘strong reason’ (Kotler et al, 2010, p. 201), for the tourists wanting to travel long distances to these regions.  In relation to gastronomic tourism, the reason for tourists travelling to these destinations is due to the region being able to provide tourists with pleasurable culinary experiences.  Therefore, the regions attract tourists who consider the main purpose for their travel, is to enjoy and participate in different food related experiences (Italian Tourism) (Kotler et al. 2010).

The demographic segmentation of gastronomic tourism pertains to the area of family life cycle of couples who are without children, and who are also considered to have a high level of education (Guzman & Sanchez 2012).

The third variable, psychographic segmentation focuses on tourists who seek an individual and more authentic experience than the ‘old tourist’ (Poon 2003, p. 132) in relation to gastronomic tourism.  The tourist also values the experience of tasting and experiencing new foods in different destinations, such as Piedmont and Chianti.  These destinations are then noted as ‘indicators’ (Novelli 2005, p. 76) of  the ‘new tourists’ (Poon 2003, p. 132) lifestyle.