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

Journal of Vacation Marketing 5(2): 140-153

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

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.

Accession: 003162200

DOI: 10.1177/135676679900500203

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