Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/17032
Title: Segmenting spa customers based on rate fences using conjoint and cluster analyses
Authors: Guo, Y
Denizci Guillet, B 
Kucukusta, D 
Law, R 
Keywords: Cluster analysis
Conjoint analysis
Market segmentation
Rate fence
Rate restriction
Spa revenue management
Issue Date: 2015
Publisher: Routledge, Taylor & Francis Group
Source: Asia Pacific journal of tourism research, 2015 How to cite?
Journal: Asia Pacific journal of tourism research 
Abstract: The purpose of this study was to segment spa customers based on their preferences for spa rates and restrictions. A survey was conducted using a self-administrated questionnaire distributed to Chinese visitors in Hong Kong with spa experience. Four distinct customer segments were identified by combining conjoint and cluster analyses: treatment-oriented spa goers, guarantee-sensitive spa goers, price-sensitive spa goers, and fewer days advance booking seekers. The results support the effectiveness of combining conjoint and cluster analyses in market segmentation studies. The findings will be useful for spas in designing rate fences preferred by different types of customers, which could in turn increase spa revenue.
URI: http://hdl.handle.net/10397/17032
ISSN: 1094-1665
EISSN: 1741-6507
DOI: 10.1080/10941665.2015.1025085
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