In today’s society, consumers are individuals with varying needs. This means that companies need to adapt their products accordingly. The competition between companies is strong and mass marketing is no longer useful to the same extent. That is when segment marketing can be suggested as an alternative.

The purpose with this bachelor thesis is to examine whether segment marketing is used in thetourism industry, when marketing attractions. The purpose is also to examine whether segment marketing is used in relation to foreign tourists and what pros and cons segment marketing has. The primary material of this bachelor thesis is based on interviews with the attraction Gröna Lunds Tivoli, Stockholm Visitors Board, Kungliga Djurgårdens Intressenter, Pool Interactive AB and promotion material of Gröna Lund. The secondary sources consist ofliterature, scientific articles and websites.

This examination, with a case study of Gröna Lunds Tivoli, has shown that a form of segmentation is used when marketing attractions. This is done in combination with general marketing. Segmentation has been done by ads on selected platforms to reach the main target groups. The case study has shown that no segment marketing is done in relation to foreign tourist. Gröna Lunds Tivoli refer their foreign tourist to the Stockholm Visitors Board, where information is available in brochures, and to the official website where information in Englishis available. All marketing is targeted to domestic tourist in the Stockholm and Mälardalen regions, where the majority of Gröna Lunds visitors come from.

Segmented marketing is used in combination with general marketing which makes it difficultdo discern any clear benefits. The main disadvantage of segment marketing is the costs. It is not considered to be profitable because of the high costs of developing various strategies fordifferent sub-markets. At the same time it can be risky to exclude any visitors since attractionsare dependent on every single visitor.