Destination marketing strategy- patagonia Essay

Destination marketing strategy- patagonia - Essay Example in the previous assignment, however the hard adventure segment has shown promising growth over the past 5 years in a global perspective (Adventure Travel Trade Association, 2013). This makes Patagonia a lucrative business proposition for tourism companies. The customers who are considered as the hard adventurers are mostly looking for challenging tours in places with hostile environment. Such people will strong appetite for adventures will get strongly attracted to Patagonia, owing to its extremely cold environment (U.S. Commercial Service, 2012). Despite of the strong potential of Patagonia as a destination place, there are significant issues with the location. The TWOS matrix conducted in the assignment presentation clearly indicates towards the issues with the health and safety concerns owing to the poor regulations. Moreover, in Patagonia high quality accommodation cannot be expected and at the same time language problem is always a problem. However, while targeting at the hard adventurers, these issues may not pose as drastic challenges as it might to the soft adventurers. This is mostly because the hard adventurers more attracted towards challenging situations. Thus it can be stated that Patagonia can be a potential tourist destination for hard adventurers. This section focuses on the strategies that are appropriate for attracting the target customers. The target customers selected for the Patagonia tourism are the hard adventurers. Before designing any strategies for attracting the target customers, it is imperative to have detailed discussion regarding the behavioural and psychological aspects of the customers (World Tourism Organization, 2007). The global tourism can be divided in to two definite segments, one is for the soft adventurers and the other is for the hard adventurers. The soft adventurers include average tourist who are enthusiastic to see new places and gain new experiences about a particular region and its culture. These individuals usually