THE NEW CONSUMER TRIBES AND ITS IMPACT ON TOURISM

Nowadays, consumption patterns are no longer defined in terms of traditional variables such as age, origin and socioeconomic status, this mainly due to the rapid changes of environment and to the incessant modification of ideologies, values and lifestyles. Therefore, it is inaccurate to conduct to different consumers with a same product or service, especially in the tourism sector which is so diverse. Furthermore, it is essential to update the information from the academic point of view on the topic is being given, thereby contributing to the construction of new objects of study. The objective is, then, to present a reflection about the need to recognize new market segments (tribal market) that allow the establishment of specific strategies and the development of new tourism products that respond to the demand specialization. For this purpose, it was realized an analysis of the theoretical contributions in the segmentation field, from where it was generated a different proposal to fragment the tourism market. In summary, it had arrived to the conclusion of why diversification on the tourism activity it's no longer an alternative for companies, rather a necessity, where business and service organizations should strive to a better understanding of their consumers, recognizing them as part of certain social groups, tribes consumer or market segments and adapt its product offerings, price, and strategies to the consumer demands.