Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/193356
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dc.titleUNDERSTANDING MARKET SEGMENTS OF THE HOTEL INDUSTRY
dc.contributor.authorYEO LI YIN
dc.date.accessioned2021-07-02T08:50:01Z
dc.date.available2021-07-02T08:50:01Z
dc.date.issued2002
dc.identifier.citationYEO LI YIN (2002). UNDERSTANDING MARKET SEGMENTS OF THE HOTEL INDUSTRY. ScholarBank@NUS Repository.
dc.identifier.urihttps://scholarbank.nus.edu.sg/handle/10635/193356
dc.description.abstractThis study examined the characteristics of market segments of local hotels from the demand and supply perspectives. A combination of a posteriori segmentation and academic typologies was used to provide a psychological and behavioural understanding of the market segments. From the demand viewpoint, cluster analysis was performed on the data set of 189 tourist interviews to form five new market segments, after which hotel preferences were identified for each segment. From the supply perspective, data from 38 hotels provided an indication of which types of tourist segmented by their purpose of visits and travel arrangement, stayed at which types of hotels. The findings suggested existing differences between where the tourists stayed and where they preferred to stay. The cluster results implied that hotel preferences of tourists were affected by their purpose of visit, occupation, travelling characteristics and length of stay in Singapore. By identifying the travel characteristics and psychological behaviour of their target market, hoteliers can use the results of this study to capture these 'preferences' and 'differences' in their marketing strategies.
dc.sourceSDE BATCHLOAD 20210702
dc.subjectMarket segmentation
dc.subjectTypologies
dc.subjectHotel
dc.subjectTourist
dc.subjectPurpose of visits
dc.subjecttravel arrangement
dc.subjectPreferred accommodation choice
dc.subjectCluster analysis
dc.typeThesis
dc.contributor.departmentSCHOOL OF BUILDING & REAL ESTATE
dc.contributor.supervisorCHOW YUEN LENG
dc.description.degreeBachelor's
dc.description.degreeconferredBACHELOR OF SCIENCE (REAL ESTATE)
Appears in Collections:Bachelor's Theses

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