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Can strategic market segmentation, with a focus on higher yielding segments, alleviate the issue of bedroom undersupply & high occupancy? - A case study on 4 star hotels in Dublin, Ireland

Millar, Caroline (2017) Can strategic market segmentation, with a focus on higher yielding segments, alleviate the issue of bedroom undersupply & high occupancy? - A case study on 4 star hotels in Dublin, Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

Despite the degree of uncertainty and unpredictability associated with tourism, growth has remained at around 6% for 2017 (Fáilte Ireland, 2017). Balancing supply and demand has become a daily challenge for hoteliers, considering that while occupancy and demand have increased in the previous 18 months, supply has remained static. This has caused challenges for industry and for marketers looking to strategically segment their business due to an undersupply of hotel bedroom stock. Literature backgrounds on defining characteristics of services marketing, market segmentation in hospitality and Blue Ocean strategy as outlined by Yang (2011) are analysed to form the foundations of this study.

The primary research aims to answer and offer recommendation to industry for the following research question:
‘Can strategic market segmentation, with a focus on higher yielding segments, alleviate the issue of bedroom undersupply & high occupancy? – A case study on 4 star hotels in Dublin, Ireland’.

To achieve this the research philosophy of Interpretivism with a deductive qualitative approach is implemented via means of semi-structured, face to face interviews.

Results of the research found that the high occupancy was welcomed by hospitality professionals as it aided in yielding on rates, however in certain periods did cause a strain on the business operationally. It was thought by participants that a focus on specific market segments which offered a long lead time, such as MICE segments, would allow hotels to strategically plan for the need months and gaps surrounding this contracted high yielding business as a result.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Strategic Management
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 22 Nov 2017 16:38
Last Modified: 22 Nov 2017 16:38
URI: http://trap.ncirl.ie/id/eprint/2909

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