With the help of strategic management, a company has the possibility to position itself explicitly in the market and to optimise this position continuously. Today, due to increasing competition, certain marketing management methods are also applied in tourism. More and more tourist destinations are trying to strengthen their competitive position by means of various marketing measures. These include market research, market segmentation and target group analysis. The aim of this study is to make a comprehensive inventory of the psychological aspects in tourism as a segmentation criterion for marketing measures in order to derive recommendations for action. The method used in this study was a review of the relevant literature. An important aspect in the development of tourism is the social changes after the Second World War. Important events were, for example, decreasing physical stress in everyday working life, increasing average life expectancy, decreasing working hours, increasing standard of living, mass mobilisation and urbanisation. In analysing the various research results, it was found that it is important for destinations to closely observe new trends in the development of guest demand behaviour in order to initiate appropriate measures to maintain their competitive position. Providers of tourism services must develop offers off the beaten track in order to fulfil the differentiated wishes of the demand side. It is generally assumed that inexperienced travellers tend to seek experiences of a physiological nature and that travellers with a lot of holiday experience tend to focus on relationships, self-esteem and self-efficacy. Therefore, it can be assumed that despite all this, only a few go travelling because of the need for self-fulfilment. Thus, in tourism in general, a trend towards differentiation as well as a growing specialisation of the individual forms of travel, corresponding to the differentiated travel motivations and requirements of tourists, .....