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Segmenting hotel guests : The case of five star hotels in Langkawi

Segmentation is a very important element in the overall process of target marketing for tourism products as it assists in obtaining information on the segments of tourist that exist in the population served. Knowing the segments is imperative to help decide the type and amount of resources that shou...

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Main Authors: Kasim, Azilah, Dzakiria, Hisham, Lim, Kong Teong
Format: Article
Language:English
Published: Universiti Utara Malaysia 1999
Subjects:
GV Recreation Leisure
Online Access:http://repo.uum.edu.my/643/1/Azilah_Kasim.pdf
http://repo.uum.edu.my/643/
http://mmj.uum.edu.my
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spelling my.uum.repo.6432015-06-28T01:37:34Z http://repo.uum.edu.my/643/ Segmenting hotel guests : The case of five star hotels in Langkawi Kasim, Azilah Dzakiria, Hisham Lim, Kong Teong GV Recreation Leisure Segmentation is a very important element in the overall process of target marketing for tourism products as it assists in obtaining information on the segments of tourist that exist in the population served. Knowing the segments is imperative to help decide the type and amount of resources that should be allocated to target the desired segments.This study segmented five star hotel guests in Langkawi using sociodemography and psychography as segmentation bases. Applying Ward's Minimum Variance method as the clustering technique, the findings of this research indicated that there are three categories of tourists that the participating hotels need to consider when designing their marketing strategies. The three clusters were the 'Fun and Excitement Hotel Seeker', the 'Active Weekend Seeker', and the 'Quiet and Meaningful Elitist Holiday Seeker'. The characteristics of each cluster were described and a comparison of sociodemographic characteristics across clusters was made. Suggestions on how to best target each identified cluster were also provided. Universiti Utara Malaysia 1999 Article PeerReviewed application/pdf en http://repo.uum.edu.my/643/1/Azilah_Kasim.pdf Kasim, Azilah and Dzakiria, Hisham and Lim, Kong Teong (1999) Segmenting hotel guests : The case of five star hotels in Langkawi. Malaysian Management Journal, 3 (1). pp. 93-108. ISSN 0128-6226 http://mmj.uum.edu.my
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic GV Recreation Leisure
spellingShingle GV Recreation Leisure
Kasim, Azilah
Dzakiria, Hisham
Lim, Kong Teong
Segmenting hotel guests : The case of five star hotels in Langkawi
description Segmentation is a very important element in the overall process of target marketing for tourism products as it assists in obtaining information on the segments of tourist that exist in the population served. Knowing the segments is imperative to help decide the type and amount of resources that should be allocated to target the desired segments.This study segmented five star hotel guests in Langkawi using sociodemography and psychography as segmentation bases. Applying Ward's Minimum Variance method as the clustering technique, the findings of this research indicated that there are three categories of tourists that the participating hotels need to consider when designing their marketing strategies. The three clusters were the 'Fun and Excitement Hotel Seeker', the 'Active Weekend Seeker', and the 'Quiet and Meaningful Elitist Holiday Seeker'. The characteristics of each cluster were described and a comparison of sociodemographic characteristics across clusters was made. Suggestions on how to best target each identified cluster were also provided.
format Article
author Kasim, Azilah
Dzakiria, Hisham
Lim, Kong Teong
author_facet Kasim, Azilah
Dzakiria, Hisham
Lim, Kong Teong
author_sort Kasim, Azilah
title Segmenting hotel guests : The case of five star hotels in Langkawi
title_short Segmenting hotel guests : The case of five star hotels in Langkawi
title_full Segmenting hotel guests : The case of five star hotels in Langkawi
title_fullStr Segmenting hotel guests : The case of five star hotels in Langkawi
title_full_unstemmed Segmenting hotel guests : The case of five star hotels in Langkawi
title_sort segmenting hotel guests : the case of five star hotels in langkawi
publisher Universiti Utara Malaysia
publishDate 1999
url http://repo.uum.edu.my/643/1/Azilah_Kasim.pdf
http://repo.uum.edu.my/643/
http://mmj.uum.edu.my
_version_ 1644277842970673152
score 13.211869

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