Segmenting Hotel Guests: The Case of Five Star Hotels in Langkawi

Pengarang

  • Azilah Kasim School of Management, Universiti Utara Malaysia, Malaysia
  • Hisham Dzakiria School of Management Universiti Utara Malaysia, Malaysia
  • Lim Kong Teong School of Management Universiti Utara Malaysia, Malaysia

DOI:

https://doi.org/10.32890/mmj1999.3.1.7

Abstrak

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 Holiday Seeker, the Active Weekend Holiday 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.

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Muat turun

Diterbitkan

1999-06-01

Terbitan

Jil. 3 No. 1 (1999): Malaysian Management Journal (MMJ) Vol. 3 No. 1 June 1999

Bahagian

Articles

Cara Memetik

Kasim, A., Dzakiria, H., & Teong, L. K. (1999). Segmenting Hotel Guests: The Case of Five Star Hotels in Langkawi. Malaysian Management Journal, 3(1), 93-108. https://doi.org/10.32890/mmj1999.3.1.7

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