Overlapping product‐benefit segments in the lodging industry: a canonical correlation approach
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 1 July 1998
Abstract
Segmenting techniques used in the lodging industry typically assume that individuals fall into mutually exclusive groups, that is, they are assigned to one type of lodging concept by the segmenting method used. In reality, however, travelers often use several types of lodging alternatives. This study utilized a canonical correlation approach to segment the senior pleasure traveler market. The analysis resulted in both uniquely defined and overlapping segments based on the relationship between lodging preferences and benefits/attributes sought in a lodging accommodation. The study also revealed implications dealing with overlapping segments as well as loyalty to specific lodging segments.
Keywords
Citation
Baloglu, S., Weaver, P. and McCleary, K.W. (1998), "Overlapping product‐benefit segments in the lodging industry: a canonical correlation approach", International Journal of Contemporary Hospitality Management, Vol. 10 No. 4, pp. 159-166. https://doi.org/10.1108/09596119810222122
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited