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Segmentation As An Instrument For Effective Marketing Policy In Hotel Business

Author

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  • VYARA KYUROVA

    (South-West University "Neofit Rilski", Blagoevgrad, Bulgaria)

Abstract

The main question in developing of hotel business is raising its competitive power. Important meaning for that is gaining the segmentation of market. It has primary role on right forming of market complex, which straight to customers, from which is depends the realization of hotel product and stable developing of hotel business. At this context, the purpose of this working out is to outline the profile of Bulgarian tourists, who makes travels in southwest region. The analysis and conclusions on this problem is based on data from research among 239 people.

Suggested Citation

  • Vyara Kyurova, 2013. "Segmentation As An Instrument For Effective Marketing Policy In Hotel Business," Entrepreneurship, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 1(1&2), pages 86-98.
    • Handle: RePEc:neo:epjour:v:1:y:2013:i:1&2:p:86-98
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    Cited by:

    1. Rouska Krasteva, 2017. "Local Impact of Refugee and Migrants Crisis on Greek Tourism Industry," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 182-195.

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