Atithya: A Journal of Hospitality

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

The Relevance and Utility of Market Segmentation for the International Hospitality Industry


Affiliations
1 Tilak Maharashtra Vidyapeeth, Pune, Maharashtra, India
2 TMV’s IHMCT, Pune, Maharashtra, India
     

   Subscribe/Renew Journal


Market segmentation is one of the most important things a company does and generally it is done by the marketing department of the firm. The main aim of segmentation is to appeal to the potential customers and then to concentrate efforts and money in an effective way. It helps in designing satisfying product for the selective group. It also helps in defining the market position of the product in highly competitive world. Segmentation helps in understanding needs and wants of the group, positioning, selecting efficient marketing mix and effective use of capital and increasing profitability by maximising customer satisfaction. There are many ways to segment a market. Different variables can be taken into consideration separately or with combination of two or more which will help in finding the best way to view the segment. These include demographical, geographical, purpose, behavioural and benefits method. According to Bowen, Harrah (1998) demographic and geographic are the most favoured methods of segmenting a market in international hospitality. This paper has been completed with the help of secondary data – Journal, Case Studies, Books and guides on Hospitality Marketing.

Keywords

Market Segment, Market, Demographic Segmentation, Psychographic Segmentation, Behavioural Segmentation.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Boksberger, P., & Laesser, C. (2008). Segmentation of senior travel market by the means of travel motivation. Journal of Vacation Marketing, 15(4), 311-322. Retrieved from http://jvm.sagepub.com.ezlibproxy.unisa.edu.au/cgi/reprint/15/4/311

  • Bowie, D., & Buttler, F. (2004). Understanding and segmenting customers. Hospitality Marketing – An Introduction, Elsevier Butterworth-Heinemann, Burlington, pp. 53-84.

  • Bowen, J., & Harrah, W. (1998). Marketing segmentation in hospitality research: No longer a sequential process. International Journal of Contemporary Hospitality Management, 10(7), 289-296.

  • Bowen, J., Kotler, P., & Makens, J. (2007). Marketing for hospitality and tourism (3rd Ed.). Dorling Kendersley (Ind.) Pvt. Ltd, Delhi, India, pp. 280-297.

  • Diaz-Martin, A., Iglesias, V., Vazquez, R., & Ruiz, A. (2000). The use of quality expectation to segment a service market. Journal of Service Marketing, 14(2), 132-146. Retrieved from on 14th March 2010, https:// classshares.student.usp.ac.fj/TS208/2006%20Material/TS208%20Resources/The%20use%20of%20quality%20expectations%20to%20segment%20the%20service%20market.pdf

  • Kotler, P. (2003). Marketing management (11th ed.). Pearson Education, Inc., Delhi.

  • Kotler, P., Bowen, J., & Makens, J. (1996). Marketing for hospitality & tourism. Prentice-Hall Inc., Upper Saddle River, NJ, pp. 241-268.

  • Morrison, A. (2002). Hospitality and travel marketing (3rd ed.). Delmar, Thomas Learning, Albany.

  • Scott, N., & Parfitt, N. (2004). Lifestyle segmentation in tourism and leisure: Imposing order or finding it?. Journal of Quality Assurance in Hospitality and Tourism, 5, 2-4, 121-139. Retrieved from 14th March 2010, http://web.ebscohost.com.ezlibproxy.unisa.edu.au/ehost/pdf?vid=24&hid=15&sid=5d1acc685b95-4237-8d78-8b8cd414b9d1@sessionmgr12

  • Tan, A., & Lo, A. (2008). A benefit based approach to market segmentation: A case study of American specialty coffeehouse chain in Hong Kong. Journal of Hospitality and Tourism Research, 23, 342-362, Retrieved from http://web.ebscohost.com.ezlibproxy.unisa.edu.au/ehost/detail?vid=16&hid=15&sid=5d1acc68-5b95-4237-8d78-8b8cd414b9d1@sessionmgr12 Accesses on 12thMarch 2010,

  • Weistein, A. (2004). Handbook of marketing segmentation (3rd ed.). The Haworth Press, Binghamton.


Abstract Views: 250

PDF Views: 0




  • The Relevance and Utility of Market Segmentation for the International Hospitality Industry

Abstract Views: 250  |  PDF Views: 0

Authors

Amit Khare
Tilak Maharashtra Vidyapeeth, Pune, Maharashtra, India
Juhi Bhagwat
TMV’s IHMCT, Pune, Maharashtra, India

Abstract


Market segmentation is one of the most important things a company does and generally it is done by the marketing department of the firm. The main aim of segmentation is to appeal to the potential customers and then to concentrate efforts and money in an effective way. It helps in designing satisfying product for the selective group. It also helps in defining the market position of the product in highly competitive world. Segmentation helps in understanding needs and wants of the group, positioning, selecting efficient marketing mix and effective use of capital and increasing profitability by maximising customer satisfaction. There are many ways to segment a market. Different variables can be taken into consideration separately or with combination of two or more which will help in finding the best way to view the segment. These include demographical, geographical, purpose, behavioural and benefits method. According to Bowen, Harrah (1998) demographic and geographic are the most favoured methods of segmenting a market in international hospitality. This paper has been completed with the help of secondary data – Journal, Case Studies, Books and guides on Hospitality Marketing.

Keywords


Market Segment, Market, Demographic Segmentation, Psychographic Segmentation, Behavioural Segmentation.

References