【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



Purpose

Art of Backpacking

The Global Nomad

Insights - Experience Seeker

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

Process

【4 types of International Backpackers】

Type 1.

Type 2.

Type 3.

Type 4.

Segment Introduction and Fiction Personas

Type 1.

Type 2.

Type 3.

Type 4.

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.【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 educationIt doesn't matter where you're from, only where you're going. The plan is there is no planIt 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.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?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 bracket5. Desire for adventure6. Interest in local cultures7. Commonly work while traveling8. Carry large backpacks9. Use a lot of low-end public transport10. Tend to be social and enjoy meeting others11. Minimal advance planningI followed the way of visual-thinking precess in conducting my research.It was then, I conclude backpackers into four different type of backpacking.Experimental and Experiential BackpackerHumanist BackpackersDiversionary and Recreational BackpackersMultiple BackpackersThe backpacker market is not homogeneous but includes a number of identifiable segments, which have slightly different interests and needs.Experimental and Experiential Backpacker- to feelHumanist Backpackers- to think/ to liveDiversionary and Recreational Backpackers- to playMultiple Backpackers- mixing