Market Segmentation in Tourism and Hotel Industry

DOI

10.2991/aebmr.k.220307.368How to use a DOI?

Keywords

Market segmentation; hotel industry; tourism; main variables; case study

Abstract

The hospitality and tourism industries have been of no small concern, not only in the past but in the future, even though the fact that they are now being hampered by the epidemic, these two industries also still have great potential for growth due to the general trend of globalization and economic development. The two industries are closely linked and influence each other and due to increasingly fierce competition, the traditional hospitality and the tourism industry are no longer competitive, with a single and lack of updated products and services, needing to adapt to the market. In addition, as the increase of living standards of people and consumption levels, consumer demand will change, as a result, unchanging marketing and products will not satisfy the public. Market segmentation helps companies to identify the needs of different types of consumers in the market and improve their competitiveness, and in this paper, it will analyze the market segmentation of the hospitality and tourism industries through a comparative approach using two specific cases to explore the main process and variables adopted by the two industries for market segmentation, including five variables: geographic, demographic, psychographic, behavioral, and benefits sought. Each of these variables could be applied in a more flexible manner, and future developments in the hospitality and tourism industries will be discussed.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Jianing Feng
PY  - 2022
DA  - 2022/03/26
TI  - Market Segmentation in Tourism and Hotel Industry
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 2241
EP  - 2245
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.368
DO  - 10.2991/aebmr.k.220307.368
ID  - Feng2022
ER  -