ABSTRACT
Introduction In this chapter we will review the complex topics of consumer behavior and customer expectations, and then explore the principles and practice of market segmentation and target marketing. Segmentation and targeting are based on two simple facts. First, hospitality consumers are enormously varied in their expectations and requirements. Nonetheless, we can identify subsets of hospitality customers who broadly share similar needs and wants. Secondly, by identifying customers with similar needs and wants, we can design and brand our services in a way that will deliver better customer satisfaction to the targeted customers, and compete more effectively against our competitors.
