دوست دختر بازار گریز : بخش بندی مسکن و تنظیمات خدمات
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|44068||2015||10 صفحه PDF||سفارش دهید||محاسبه نشده|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : International Journal of Hospitality Management, Volume 45, February 2015, Pages 99–108
The main objective of this paper is to segment the accommodation and service preferences of females who participate in girlfriend getaways (GGA). A sample of 540 female travelers revealed five distinct clusters of preferences based on the importance scores assigned to hotel attributes. The clusters are then profiled on their performance scores on hotel attributes and demographic characteristics. The results indicate that the GGA market is heterogeneous in its accommodation and service preferences but homogeneous in its demographic characteristics. Accommodation suppliers and marketers must recognize the growing importance and profitability of this segment of the female traveler market. Implications for product development, targeting and positioning strategies, and service enhancements for this market are suggested.