Abstract
This paper introduced three representative market segmentation methodologies for hotel guest room customers. In scenario l, segmentation by the industry data was employed as the first trial of academic research in the hospitality industry. Scenario 2 is benefit segmentation for respective customer segment as a result of scenario 1. There might be the need for an intermediate step between the two methods, however, in the case of a large enough sample. Therefore, a brief outline of Chi-Square Automatic Interaction (CHAID) was introduced in scenario 3. The authors believe that these sequential methodologies are the most appropriate procedures for segmenting hotel customers.
Original language | English |
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Pages (from-to) | 429-441 |
Number of pages | 13 |
Journal | Tourism Management |
Volume | 25 |
Issue number | 4 |
DOIs | |
Publication status | Published - 1 Aug 2004 |
Externally published | Yes |
Keywords
- Benefit segmentation
- CHAID
- Industry data segmentation
- Market segmentation
ASJC Scopus subject areas
- Development
- Transportation
- Tourism, Leisure and Hospitality Management
- Strategy and Management