Customer segmentation approaches and hotel occupancy performance: A case study of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad... [et al.]

Ahmad, Noor Azmi and Kamarudin, Syaquif Yasin and Abdul Aziz, Azdel and Bakhtiar, Mohd Faeez Saiful and Che Ahmat, Nur Hidayah (2011) Customer segmentation approaches and hotel occupancy performance: A case study of 4 and 5 star hotels in Klang Valley / Noor Azmi Ahmad... [et al.]. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 3 (3). pp. 109-125. ISSN 1985-8914 ; 2590-3837

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Abstract

Yield Management (YM) has been described as a method that can help an organization to sell the right inventory, to the right customer, at the right timeNfor the right price. Application of YM strategies involves the hotel to practice market segmentation strategies in Malaysia has not been highlighted. Though in theory it may described strategies that can be practiced, this paper provide unforeseen glimpse of segmentation approaches practiced by hotel managers. This paper seeks to conceptualize the relationship of application of market segmentation strategy and occupancy performance by four (4) and five (5) star hotels in Klang Vallley. Data collected from 37 hotels in Klang Valley area shows positive insights in research issues. Through the data collections and analyses the outcomes show the current market segmentation practices. A relationship between hotel that practise market segmentation strategies and revenue management performance is
proven. It also showed the segmentation strategies hotel practise to attract most contributing market. For the conclusion, Hotel that practice effective market segmentation will have higher occupancy performance compared to other hotel.

Metadata

Item Type: Article
Creators:
Creators
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Ahmad, Noor Azmi
UNSPECIFIED
Kamarudin, Syaquif Yasin
UNSPECIFIED
Abdul Aziz, Azdel
UNSPECIFIED
Bakhtiar, Mohd Faeez Saiful
UNSPECIFIED
Che Ahmat, Nur Hidayah
UNSPECIFIED
Subjects: T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 ; 2590-3837
Volume: 3
Number: 3
Page Range: pp. 109-125
Official URL: https://www.jthca.org/
Item ID: 20588
Uncontrolled Keywords: Malaysia, segmentation approaches, occupancy performance
URI: https://ir.uitm.edu.my/id/eprint/20588

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20588

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