Behavioral Segmentation of Hotel Customers: An Empirical Study

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F19%3A50016609" target="_blank" >RIV/62690094:18450/19:50016609 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/25619161:_____/19:N0000042

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Behavioral Segmentation of Hotel Customers: An Empirical Study

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Behavioral Segmentation of Hotel Customers: An Empirical Study

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Education Excellence and Innovation Management Through Vision 2020

ISBN

978-0-9998551-2-6

ISSN

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e-ISSN

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Počet stran výsledku

7

Strana od-do

2113-2119

Název nakladatele

Soliman, KS

Místo vydání

Granada

Místo konání akce

Granada

Datum konání akce

10. 4. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000503988803057