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Bases of Segmentation

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Segmenting Jamaica’s Small Hotel Market for Better Targeting

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Market segmentation is a popularly employed practice in the tourism and
hospitality business, yet the literature is sparse and lags behind practice,
not only in the area of small hotels but in the general segmentation of the
tourism and hospitality markets. This study argues, that, in light of the
need for effective marketing in the hospitality business, in general, and the
small hotels in particular, the popular bases of segmentation need to be
combined in a scientific way for identifying more attractive market

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