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Hotel guest history as the foundation for database marketing: embracing a pilot survey of UK hotels


, : Hotel guest history as the foundation for database marketing: embracing a pilot survey of UK hotels. Journal of Vacation Marketing 5(2): 140-153

The recent emphasis on retention marketing and its impact on more traditional market segmentation methods is considered. In this context, the value of hotel guest history systems as a basis for database marketing is explained and a number of examples of applications in several industries, including hospitality, are cited. A pilot study of 27 UK hotels was conducted with 3-, 4-, and 5-star hotels.

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Accession: 003162200

DOI: 10.1177/135676679900500203

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