Adventure Segments
Explore how the mapping and segmentation of tourists in Greenland are connected.
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Adventure Tourism
Many years ago the Adventure Travel Trade Association [ATTA] created a definition of adventure tourism and the adventure tourist. Such a tourist is one that includes at least two of the three following elements in his or her leisure travel: physical activity, engagement with nature, and cultural interaction & learning. Through this definition, it is seen that most tourists can be considered adventurers.
Visit Greenland’s Model
Visit Greenland’s Market Segment Map describes tourists in Greenland according to their desires to experience nature, culture, a combination of both, or else something completely different like photography, extreme activities, bird watching, and so on.
The segment map also describes tourists according to their engagement level – the depth to which they wish to experience a destination. Each segment has a special name such as Nature Lover, Culture Appreciator, and Globetrotter.
Market Segmentation
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.
The ATTA Model
It is not difficult to understand where these two models overlap. One can see here the three ATTA aspects in circles and the 11 Greenland market segments plotted within. The Greenland market segments specifically pinpoint various combinations of the three ATTA aspects.
As a destination with easily accessed natural features for the typical traveler up to terrain that will challenge even world-renowned adventurers, Greenland attracts a wide range of segments who all focus on experiencing a destination’s natural environment, though to varying degrees of physical activity.
Segments who focus purely on a destination’s culture are considerably less common, though they target Greenland for our culture of pioneering spirit and our preserved Viking history. Typically these segments tend to exercise their inquiring minds more than their bodies.
Segment Descriptions
Culture
Culture & Nature
Nature
Personal Challenge
THE GLOBETROTTER
Globetrotters want to get a solid holistic sense of our culture, the people, and the natural environment, and they aim to be quite active while doing it. They are general adventurers who want to try a little bit of everything Greenland has to offer.
In Greenland, Globetrotters choose experiences like kaffemik, dog sledding tours, and walking on the Greenland Ice Sheet.
The Globetrotter is one of Greenland’s most common market segments, and understandably so as they are the quintessential tourists.
THE SIGHTSEER
The Sightseer is another common market segment in Greenland, due in large part to cruise tourism.
Similar to the Globetrotter, Sightseers also wish for a general overview of Greenland’s natural and cultural aspects, but through soft adventure.
Instead of physical activities they seek light experiences which allow them to observe.
In Greenland, Sightseers choose experiences like museum visits, guided city walks, flightseeing, and driving tours to Russell Glacier.
THE EXTREME ADVENTURER
The Extreme Adventurer is, by definition, the most physically active segment one can find.
Many have made a career out of constantly testing the limits of their mental and physical capacities, and only the toughest natural environments give them such a stage to play out their adrenaline rushes.
In Greenland, Extreme Adventurers are drawn to the east coast for expeditions like first ascent climbing, heli skiing, and Ice Sheet crossing.
THE SPECIAL INTEREST ADVENTURER
The Special Interest Adventurer is a highly focused market segment.
They have one specific passion in life – more than just a hobby – and the pursuit of that passion leads them all over the world.
They prefer to travel with others who share their passion, so they almost never combine a special interest trip with a family holiday.
In Greenland, Special Interest Adventurers pursue photography and artwork with the nature as subject, bird watching, angling, and trophy hunting.
THE NATURE LOVER
The Nature Lover just likes to feel good and have fun outdoors, and they are very common in Greenland.
Being active is part of their everyday lifestyle, so it carries over into their holiday experiences.
They enjoy a wide range of physical activities and are rather adventurous in terms of trying new ones. If it gets them close to the nature, they will try it!
In Greenland, Nature Lovers choose long day hikes, whale watching, skiing, cycling, and kayaking opportunities.
THE WILDERNESS SEEKER
The Wilderness Seeker is the lone wolf of the travel world. These travelers need neither organized tour, nor guide, nor friend; the backcountry is the only companion they request.
In Greenland, Wilderness Seekers are focused on hiking activities. They often come with just a tent, a map, and their thoughts – totally free to let their wandering spirits take them as far as they please through the great nature.
THE NATURE APPRECIATOR
The Nature Appreciator is a more reserved segment that prefers to observe beautiful nature from a comfortable distance rather than to be directly in the middle of it all.
They often travel to Greenland by way of cruise ship, and they almost always look for guided experiences so they can learn about what they see.
In Greenland, Nature Appreciators choose sailing tours, flightseeing, wildlife safaris, and walking at Sermermiut.
THE CULTURE LOVER
The Culture Lover travels to see new communities and get a different perspective of this diverse world.
They are like sponges when it comes to experiencing a country’s pulse – gathering impressions by the minute.
They want local guides to lead their tours so their chances are greater to hear a story about growing up in the country.
In Greenland, Culture Lovers choose kaffemik, sled dog life tours, self-guided city walks, and visits to small villages.
THE CULTURE APPRECIATOR
The Culture Appreciator is a bit of a bookworm and dives into historical culture.
They do quite a bit of research and reading before traveling so they can test out their knowledge once they arrive to their destination.
Because so much of their interest lies in the happenings of centuries past, they value a great museum curator more than a local guide.
In Greenland, Culture Appreciators choose museum tours, visits to Économusée workshops, Viking ruins tours, and guided city walks.
THE ETHNOPHILE
& AUTHENTICITY SEEKER
The Ethnophile and Authenticity Seeker want a completely genuine and close understanding of people, and they fancy themselves becoming locals to get it.
They look for the local hangouts instead of the tourist traps, and many times they will avoid cities all together.
The difference between the two is that Authenticity Seekers come with specific traditional notions of how the culture should be.
In Greenland, Ethnophiles and Authenticity Seekers choose homestays with locals and visits to small villages.
Explore adventure in Greenland
What is Adventure Travel?
What is Adventure Travel in Greenland? How Visit Greenland works with it?
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What’s ATTA?
What is Adventure Travel Trade Association (ATTA) network and how does it work?
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Framework Conditions
Framework conditions as a tool for enhancing value. What are the building blocks for adventure tourism?
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Human Resources
Human resources and adventure. Professional guides are one of a tour operator’s main assets.
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Shared Responsibility
Shared responsibility throughout the supply chain. Read how important the Partnership between companies is in a supply chain.
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