Demographic or Psychographic Hotel Segmentation? The Emerging Market of Domestic Women Business Travellers (DWBTs)

Authors

  • Gagandeep Narula Soni Banarsidas Chandiwala Institute of Hotel Management and Catering Technology, New Delhi
  • Tanuja Kaushik G D Goenka University, Gurugram.
  • Sarah Hussain Jamia Millia Islamia, New Delhi.

Keywords:

Combination approach, Domestic women business travellers, Demographic and Psychographic constructs, Business trips, Women business travellers, Hospitality industry

Abstract

The study focuses on the importance of adopting a combination approach where both demographic and psychographic variables should be adopted in the international hospitality industry for segmenting women on a domestic business trip. The exploratory paper is based on a rigorous systematic review of forty five research articles sourced from peer reviewed English speaking journals focusing on hospitality market segmentation. The methodology adopted helps to minimalize researcher bias while maximizing the consistency and reproducibility. The authors have provided a theoretical model that highlights the beneficial effects of segmenting domestic women business travellers in the hospitality industry using both demographic and psychographic constructs. The findings of the study will enable hospitality marketers to design products and services specifically featured for this segment of women. Online surveys and other qualitative data gathering approaches analyzed using multivariate statistical techniques should be adopted by hotels to understand the needs of women business travellers.

Author Biographies

Gagandeep Narula Soni, Banarsidas Chandiwala Institute of Hotel Management and Catering Technology, New Delhi

Banarsidas Chandiwala Institute of Hotel Management and Catering Technology, New Delhi, India.

Tanuja Kaushik, G D Goenka University, Gurugram.

Student Welfare and International Relations, G D Goenka University, Gurugram, Haryana, India.

Sarah Hussain, Jamia Millia Islamia, New Delhi.

Department of Tourism & Hospitality Management, Jamia Millia Islamia, New Delhi, India.

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Published

2022-08-02

How to Cite

Narula Soni, G., Kaushik, T., & Hussain, S. (2022). Demographic or Psychographic Hotel Segmentation? The Emerging Market of Domestic Women Business Travellers (DWBTs). Atna Journal of Tourism Studies, 17(2). Retrieved from https://journals.christuniversity.in/index.php/atna/article/view/3100