Factors influencing market segmentation in the hotel Industry; (the case of selected hotels).
No Thumbnail Available
Date
2012-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
KNUST
Abstract
Market segmentation has been widely employed to give hoteliers understanding,
identify attractive target segments and develop a marketing offer customised to needs
of clients. The study examines factors influencing market segmentation of the hotel
industry in the Tamale Metropolis. Issues considered in the study are to; identify the
criteria used by hotels in segmenting their markets; examine the relevant market
segmentation variables in the hotel industry; determine the effects of the criteria
identified on the performance of hotels; and establish the relevant consumer
characteristics necessary for market segmentation of the hotel industry.The study uses
descriptive survey as research design with purposive and accidental sampling
techniques to select the respondents for the study. Questionnaire was used as research
instrument. The data gathered was analysed using descriptive statistics whereby results
were presented in tables, bar charts and pie charts. It was revealed that besides the use
of market measurability as criterion, market segmentation was based on the market
and not products or types of services rendered by hotels. The study revealed that the
demographic and psychographic factors featured more prominently as variables for
market segmentation than behavioural and geographic factors. It concludes that market
segmentation enhances performance of hotels in the Tamale Metropolis. The study
recommends that market segmentation as a marketing strategy is taken seriously by
hotels since it promotes quality service delivery and competition among hotels.
Description
A Thesis Submitted To The Department Of Marketing And Corporate Strategy In Partial fulfilment Of The Requirements For The Award Of Degree Of Master Of Business Administration In Marketing.