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| 발표논문명 |
Segmenting Customers by Hotel Selection Attributes;
A Cluster Analysis of Norwegian Travelers Travelling to the Northern America |
| 저자 |
이희정, 윤유식, 윤영혜 |
| 학술대회명 |
2014 BICSS(Bangkok International Conference on Social Science) |
| 일시 |
2014.01.18~2014.01.20 |
| 장소 |
Bangkok, Thailand |
| 초록 |
The international tourism industry is growing rapidly. Thus, it is essential for hotel marketers to understand deeper on tourists from around the world. A deeper understanding of hotel selection attributes is important for hotel marketers to be more competitive in the fierce competition. Despite various hotel selection criteria has been previously identified in other countries, there have been few studies that focused on Norwegian tourists who are travelling to North American countries. Market segmentation has been recommended to be employed to have better insights into the customers and also as a useful tool to develop marketing strategies. The aim of this study is to examine hotel selection attributes of Norwegian travelers who are travelling to North America. More specifically, this research tries to obtain answers about three objectives: firstly to identify the core dimensions of hotel selection attributes of Norwegian tourists when travelling to the North America; secondly, to segment the Norwegian travelers using a cluster analysis based on hotel selection attributes; and thirdly, to provide details of each segment including socio-demographic characteristics. By identifying the hotel selection attributes considered by Norwegian tourists as important and by recognizing different preferences of each segment, this study is anticipated to provide valuable data to not only US and Canadian but also all around hotel marketers. |
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