Planning for WOW!: Backpacker Segment Report

【Name】Jessie Lin (Chia Jou LIn) 【Student ID】02601333
【Phone】 415.832.0994 【Email】jessiecolorful@gmail.com
【Instructor/Director】Cameron Maddux
【Class】Directed Study : One on one section
【Semester】MFA POST-Midpoint
【Entry Category】Account Planner
Target Segment of backpacker

Backpaker Segment

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Purpose
The climbing numbers of backpacker travelers hits the traditional mass travel patterns of the world. Most of backpackers tend to seek experience and call themselves as “Experience seeker.” Experience is part of individuals' inward, and will be transformer into memory which engages in the behavior decisions. It is important to realize the target consumer before asking positive benefits from this market.

Art of Backpacking
【Yesterday's drifters should become today's movers and shakers.】
It is far more than a way of traveling or vocation, but a means of education
It doesn't matter where you're from, only where you're going. The plan is there is no plan
It doesn't teach you independence - it hones your independence and makes you more self-sufficient.
Once you've figured out how to survive in this strange world, then you can embrace its difference, marveling at its richness and its unceasing variety.
If you can survive as a backpacker, you can deal with any problems that life may throw at your later.

The Global Nomad
1. Who are the backpacker? 2. Why do they choose backpacking?
3. Which destinations do they visit?
4. How do they travel? 5.What are their motivations for choosing specific destinations and travel routes?
6. What sources of information do they use on their travels?

Insights - Experience Seeker
1. Long duration of travel (3 months to years)
2. Focus on inexpensive travel options 3. Stay in discount accommodation (hostels)
4. Primarily 18-25 age bracket
5. Desire for adventure
6. Interest in local cultures
7. Commonly work while traveling
8. Carry large backpacks
9. Use a lot of low-end public transport
10. Tend to be social and enjoy meeting others
11. Minimal advance planning

The backpacker mindset - “The plan is there is no plan.”

Process
I followed the way of visual-thinking precess in conducting my research.

【4 types of International Backpackers】
It was then, I conclude backpackers into four different type of backpacking.

Type 1. Experimental and Experiential Backpacker
Type 2. Humanist Backpackers
Type 3. Diversionary and Recreational Backpackers
Type 4. Multiple Backpackers

Segment Introduction and Fiction Personas
The backpacker market is not homogeneous but includes a number of identifiable segments, which have slightly different interests and needs.

Type 1. Experimental and Experiential Backpacker
- to feel