Because of the large number of communication tools available in the online environment, besides creating an attractive product, hotel management needs to accurately target each segment through meaningful content and find a relevant communication journey of informational nature. For this reason, the aim of the contribution is to propose customer segmentation based on psychographic and demographic aspects as a determinant of customer targeting in the online environment. Due to the impossibility of its determination and subsequent application across the entire market, we determined the segmentation in the selected industry based on a survey of customers (hotel guests) in the Slovak Republic. By means of scientific research methods such as excerpting, description, comparative analysis, deduction and induction, determination of absolute and relative number, level of mean values, confirmation of the existence of dependency between variables, we extracted the obtained data from marketing research into the required information necessary to fulfill the aim of the contribution.
Authors: Elvira Nica, Lubica Gajanova, Eva Kicova
Keywords: customer, segmentation, online environment, hotel industry.