International Journal of Leisure and Tourism Marketing
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International Journal of Leisure and Tourism Marketing (2 papers in press)
Customer Accounting and Marketing Performance Measures Usage in Hotel Industry in the United States by Emre Cengiz, Funda Oduncuoglu, Mehmet Ali Koseoglu Abstract: This study investigates the use of customer accounting (CA) and marketing performance measures by focusing on hotels ownership structure. The researchers surveyed hotels located in the United States. One hundred and ninety-one American hotel managers participated in the study. The findings showed no relationship between either financial or nonfinancial performance and CA and marketing performance measures. Real estate investment trust (REIT) hotels used CA more often than non-REIT hotels did. Furthermore, the control variable of size was significantly positively related to market performance measures usage but not CA usage. Although market orientation had a strong and positive impact on financial performance, no relationship was found between market orientation and nonfinancial performance. Keywords: REIT; Customer accounting; customer satisfaction; hotel industry; customer profitability.
Wellness Consumers in India: An Attitude-based Segmentation Study by Soumya Singh, Sapna Singh Abstract: Indian wellness industry is still at a nascent stage reflecting the lack of awareness reported by its consumers regarding various wellness segments and their offerings. This confusion in the minds of consumers may stem from poor positioning of services and blurred demarcations of the wellness segments. Thus, the present study attempts to segment the industry based on the differences in perceived wellness and attitude of wellness consumers towards these highly associated wellness services. Data collected from two hundred and fifty consumers was analyzed using two-step cluster analysis which segmented the industry into three unique wellness clusters worthy of marketers attention. The study found a need for intensive awareness programs based on the identified cluster boundaries and uniquely positioning the differentiated benefits of the segment offerings. Also, it offers insight that efforts made at enhancing the perceived wellness of consumers will lead to favorable attitude formation towards the wellness segment. Keywords: wellness services; perceived wellness; wellness attitude; wellness awareness; cluster analysis; segmentation study; India.