Abstract:
This paper aimed to identify accommodation type that best fits for each customers’ segment. The study aimed determine how difference between customers groups when choosing types of accommodation, based on a questionnaire survey and descriptive statistical analyses of ANOVA (age groups). Results obtained may serve as a useful reference for the owners of accommodation. The output of the ANOVA analysis for type of accommodation had a statistically significant difference between type means. Therefore, there is a statistically significant difference in the all types of accommodation except hotel between age groups which they had attended. Based on these results, marketing implications were suggestion and discussed.
Keywords: market segment, difference, accommodation, customer, marketing
DOI: 10.20472/IAC.2017.030.028
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