In the summer of 2012, Visit Greenland began the groundwork which aimed to identify and describe tourists’ behaviour and motives for choosing Greenland as a travel destination. We conducted face-to-face interviews with tourists at all travel destinations in Greenland in the peak and shoulder seasons. These interviews have been conducted several times, with the latest batch of 292 interviews conducted during July-August 2017. Based on the similarities and differences in their responses, we divided respondents into different interest groups / segments.
The basis for the segmentation work is that people do not travel to Greenland because they are of a certain age, have a particular occupation or live in a particular location. What the tourists are interested in and what their level of engagement is – so-called psychographic segmentation – are what determine the tourists’ choice of travel destination.
The tourists that choose Greenland as a travel destination do not share the same holiday dreams. An enhanced understanding of the type of experiences of Greenland that the various tourist segments are looking for is the basis for more effective targeting of sales and marketing work and for making any product adjustments and developments. It is easier to develop effective sales material (in terms of choice of language, pictures and layout), if you know the customer groups and the holiday dreams underlying choice of destination.