Three representative market segmentation methodologies for hotel guest room customers

Kyoo Yup Chung, Seok Youn Oh, Seong Seop Kim, Seung Youb Han

Research output: Journal article publicationJournal articleAcademic researchpeer-review

54 Citations (Scopus)

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 languageEnglish
Pages (from-to)429-441
Number of pages13
JournalTourism Management
Volume25
Issue number4
DOIs
Publication statusPublished - 1 Aug 2004
Externally publishedYes

Keywords

  • Benefit segmentation
  • CHAID
  • Industry data segmentation
  • Market segmentation

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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