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 like to have a safe travel without taking many risks. Their choice of destination mostly includes the places which are easy to travel to and that do not have any hazardous environmental issues. Contrary to this segment the hard adventurers are the ones who like to push the boundaries of travelling and would like to visit places which are quite challenging (Pike, 2012). These individuals include mountaineers, campers, trekkers, etc. Since teh target customers are these individuals so the value proposition for them should be slightly different from that of the soft adventures. Moreover, owing to the uniqueness of their taste of adventure and the relatively low number of hard adventurers they can be considered as the niche customer segment (Pike, 2005).In order to cater to this niche segment of target customers, the destination marketing of Patagonia must highlight the uniqueness of the place and the challenges will be posed to the travellers. Patagonia is characterized by cold environment with wide wild life diversity. It also has wide wild life diversity and it also supports a narrow segment of vegetation. The availability of food is quite low in the uninhabited areas. This as a result makes the Patagonian environment quite challenging to thrive upon. The population is extremely low and is recorded to have 1.9 persons per square kilometre (Adventure Life, 2015). The hard adventurers are always attracted to visit places like these which bears a low habitation. Moreover, Patagonia is also best known for its scenic beauty composing of the Andes range and several waterfalls. This as a result also attracts several adventure and nature photographers.All the characteristics that have been mentioned above will create a strong attraction among the niche adventurers. The marketing strategy will leverage these characteristics of the location and will create a unique value proposition for the travellers which will
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