CHALUPA, Štěpán, Jan CHROMÝ and Petr ČECH. Behavioral Segmentation of Hotel Customers: An Empirical Study. In Khalid S. Soliman. Proceedings of the 33rd International Business Information Management Association Conference. Granada: International Business Information Management Association, 2019, p. 2113-2119. ISBN 978-0-9998551-2-6.
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Basic information
Original name Behavioral Segmentation of Hotel Customers: An Empirical Study
Authors CHALUPA, Štěpán (203 Czech Republic, guarantor, belonging to the institution), Jan CHROMÝ (203 Czech Republic, belonging to the institution) and Petr ČECH (203 Czech Republic, belonging to the institution).
Edition Granada, Proceedings of the 33rd International Business Information Management Association Conference, p. 2113-2119, 7 pp. 2019.
Publisher International Business Information Management Association
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher United States of America
Confidentiality degree is not subject to a state or trade secret
Publication form storage medium (CD, DVD, flash disk)
Organization unit University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
ISBN 978-0-9998551-2-6
UT WoS 000503988803057
Keywords in English Customer segmentation; Cluster Analysis; Marketing Analysis
Tags International impact, Reviewed
Changed by Changed by: Ing. Bc. Jan Chromý, Ph.D., učo 4147. Changed: 5/3/2020 07:52.
Abstract
The paper focuses on the use of cluster analysis for hotel customers’ segmentation and its possible application within the hotel marketing mix. Study works with Two-Step Cluster analysis that allows clustering of quantitative and nominal data. Main results show that using booking window (the period between reservation creation and date of arrival), distribution channel, length of stay (in days) and net room rate to cluster hotel customers into homogenous segments can be beneficial during the process of customer segmentation. Six basic customer segments were identified and lately described mainly by their behaviour in time, and money spends for a single reservation. The paper directly describes the whole methodology of Two-Step Clustering and possible outputs that can be used in revenue management research.
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