SEGMENTATION STRATEGIES IN HOSPITALITY FIRMS: APPLICATION IN THE FIVE STAR HOTEL IN SAMSUN

Emre TANKUÅž, Yetkin BULUT, Caner Durmaz

Turkish Journal of Marketing, 2018, vol. 3, issue 1, 15

Abstract: Today, market segmentations and setting specific strategies for target markets are noted among the most important activities an enterprise should engage in. These facilitate the enterprise’s reach out to its target audience, and make it easier to set strategic marketing objectives. Recently, an emphasis on market segmentations and identifying target markets is prevalent among accommodation enterprises bent on achieving their goals and targets. The present study designed in this context intends to see if five-star hotels in Samsun province engage in market segmentation or not; and what they focus on if they do so. The study employed in-depth interviews, a prominent qualitative research technique. The study led to the conclusion that five-star hotel enterprises in Samsun province, which agreed to take part in the study, paid some attention to the strategies to choose target markets, and that the respondents aimed to apply the target market selection strategies.

Keywords: Marketing; Segmentation (search for similar items in EconPapers)
Date: 2018-04-21
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Persistent link: https://EconPapers.repec.org/RePEc:tjm:journl:2018-3-1-4

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