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Segmentation of the Portuguese Clients of Pousadas de Portugal

Segmentation of the Portuguese Clients of Pousadas de Portugal

Margarida G.M.S. Cardoso, Fernando Moura-Pires
Copyright: © 2002 |Pages: 19
ISBN13: 9781930708310|ISBN10: 1930708319|ISBN13 Softcover: 9781931777797|EISBN13: 9781591400202
DOI: 10.4018/978-1-930708-31-0.ch005
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MLA

Cardoso, Margarida G.M.S., and Fernando Moura-Pires. "Segmentation of the Portuguese Clients of Pousadas de Portugal." Neural Networks in Business: Techniques and Applications, edited by Jatinder N. D. Gupta and Kate A. Smith, IGI Global, 2002, pp. 70-88. https://doi.org/10.4018/978-1-930708-31-0.ch005

APA

Cardoso, M. G. & Moura-Pires, F. (2002). Segmentation of the Portuguese Clients of Pousadas de Portugal. In J. Gupta & K. Smith (Eds.), Neural Networks in Business: Techniques and Applications (pp. 70-88). IGI Global. https://doi.org/10.4018/978-1-930708-31-0.ch005

Chicago

Cardoso, Margarida G.M.S., and Fernando Moura-Pires. "Segmentation of the Portuguese Clients of Pousadas de Portugal." In Neural Networks in Business: Techniques and Applications, edited by Jatinder N. D. Gupta and Kate A. Smith, 70-88. Hershey, PA: IGI Global, 2002. https://doi.org/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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