Another method of classifying users of tourism services is on the basis of the frequency of usage of services.



Non-users: They are not interested in using the services. They lack the willingness, desire and ability (income and leisure time).

Potential Users: They are also called the prospects or the prospective users. They have the willingness but the marketing resources have not been used optimally to influence their impulse. They bear the efficacy and the marketing professionals are supposed to capitalize on their potentials by using creative promotional measures.

Actual Users: They are already using the services generated by the tourist organizations.

Occasional Users: They have not formatted the habit of traveling.

Habitual Travelers: They have formed a habit of avail of the services regularly.


The variety of users makes it essential that professionals study and understand their changing behavioral profile. This would simplify the task of creating and stimulating demand. The marketing decisions cannot be creative and proactive unless an in-depth knowledge of the users is known.

The individual specific behavior in the marketplace is affected by internal factors such as needs, motivation, perception and attitudes as well as by external factors such as family, social groups, culture, and economic and business influences. While studying the behavioral profile the study of lifestyles is most important.

Thus it can be said that arriving at sound marketing decision cannot be possible unless a sound marketing plan and optimal marketing resources are developed.

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