Segmentation in Action: A Classroom Game for Event Design and Policy Alignment

This classroom game assesses the effectiveness of an experiential learning activity designed to teach market segmentation in hospitality and tourism, aligning with public policy objectives for events and festivals. The game tasks students with applying market segmentation theory to design policy-compliant events, utilizing randomized attendee profiles (represented by playing cards). Stakeholder Theory provides a secondary lens to evaluate trade-offs. Mixed-methods assessment reveals a 28% increase in segmentation knowledge post-game, with 85% of groups successfully integrating policy goals, such as sustainability and inclusivity, into event proposals. Qualitative feedback highlights improved critical thinking and engagement, though challenges in feasibility planning persist. Findings support gamification as a tool for bridging theory and practice in tourism education, with implications for curriculum design and stakeholder-driven policy implementation.