| Article ID: | iaor2008758 |
| Country: | United States |
| Volume: | 11 |
| Issue: | 2/3 |
| Start Page Number: | 81 |
| End Page Number: | 95 |
| Publication Date: | Sep 2004 |
| Journal: | Journal of Hospitality & Leisure Marketing |
| Authors: | Dotson Michael J., Clark J. Dana |
| Keywords: | recreation & tourism |
Proper promotion choice is vital for lodging establishments. Promotions that produce positive results are especially important given the current situation. The double impact of September 11 and a faltering economy have had occupancies reeling nationwide. Hoteliers need to know what promotions will be the most effective for their marketing needs. A ranking of overall consumer preferences of promotional tools is presented. A factor analysis was performed with four segments analyzed. Finally, multidimensional scaling was used with three clusters analyzed. The results provide insights for lodging marketers.