Viewpoints

Icon

Random thoughts

Archetypes of Adventurers

Adventure Travel – National Geographic Adventure Blog.

This is an interesting discussion of the typologies of adventurers framed in Jungian archetypes — this sounds a lot more technical than it is.  The author presents a simplified and highly readable introduction to atchetypes, without mentioning Jung even once!

Inner Directives, our Jungian Archetype segmentation system, has been used in exactly this manner on exactly this topic by the Canadian Tourism Commission (CTC). As part of the branding exercise we undertook for CTC, we segmented potential visitors to Canada into archetypes using MBTI and applied these findings to the marketing potential for different types of activities (or, roughly, the different regions of Canada).

Archetype segmentation is not a rigid science, but rather an almost qualitative approach to understanding the unconscious drives that motivate choice. It delivers insights that get to the heart of people and motivations and, as this article demonstrates, allows for colourful, actionable descriptions of customers (in this case adventurers) and their relation to the brand (in this case “adventure”).

As an aside, it was this process that led to a clear distinction between “:tourists” and “travelers,” which has subsequently become on e of the underpinnings of travel positioning in Canada and other parts of the world.

Filed under: Behavioral Economics, Hospitality and Tourism, Uncategorized, , , , , , , , , ,

Twitter Updates

  • @RogersHelps is there a cable problem in Toronto m5r 2 weeks ago
  • Really @BBishopAirport Disturbingly confused lost & found! If you found my stuff give it back to me. Otherwise admit you don't have it 1 month ago
  • @AnnCoulter thats a lie Ms Coulter and you know that. Why do people like you have to lie to make your point? 1 month ago
  • @HPSupport if you don't want to fix my computer just say so.Keep the $100 if you need it. Just tell me what's going on.Totally unacceptable 1 month ago
  • No Canadian good enough to lead luminata? Are we really so inferior we need an Ozzie to run our festival? Sad! @metromorning 2 months ago

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 155 other followers

%d bloggers like this: