Segmentation of the Portuguese Clients of Pousadas de Portugal

Segmentation of the Portuguese Clients of Pousadas de Portugal

Margarida G.M.S. Cardoso (Instituto Superior de Ciencias do Trabalho e Emprego, Portugal) and Fernando Moura-Pires (Universidade de Evora, Portugal)
Copyright: © 2002 |Pages: 19
DOI: 10.4018/978-1-930708-31-0.ch005
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Abstract

The aim of our work is to perform a market segmentation of the clients of Pousadas de Portugal, a network for over 40 high-end small hotels, ENATUR. The data for this work was provided by a sample of more than 2500 clients that filled in a given questionnaire. The segmentation is based on how often the clients used the hotels, and on the type of stay they were seeking. A few different techniques were used: mixed approaches using a-priori constitution of clusters and/or neural nets (SOM – Self-Organizing Maps) and/or k-means. Profiling the obtained segments adds some new insights about the clients and helps ENATUR managers to better support new marketing decisions.

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