Advances in Hospitality and Tourism Research (AHTR) 2147-9100 2148-7316 Akdeniz University 10.30519/ahtr.1417502 Tourism (Other) Turizm (Diğer) Distribution Mix Creation Using Data-Driven Market Segmentation https://orcid.org/0000-0002-1612-9242 Chalupa Stepan Czech Technical University https://orcid.org/0000-0002-0816-2325 Petricek Martin Czech Technical University Advanced Online Publication 01 17 2024 01 21 2025 Copyright © 2013, Advances in Hospitality and Tourism Research (AHTR) 2013 Advances in Hospitality and Tourism Research (AHTR)

The paper deals with the data-based analysis of customers' behaviour and the creation of applicable knowledge in revenue management and marketing strategies. The analysis is based on more than 55,000 transactions mined from the property management system, which reflects the customers' behaviour in detail. The natural and artificial market segments are created using the Two-Step Clustering Method and complemented by estimating the price demand elasticity coefficient using a log-log regression model. The results are put into the context of the distribution mix, where the RFM analysis is improved to reflect the service industry better, and the recency is replaced with the elasticity of the market segments. Twelve clusters were identified, and the elasticity ranged from -3.4 to 1.6 while reflecting the behavioural characteristics of the market segments. The study's uniqueness is in combining the clustering and econometric methods for improving the distribution mix of the selected company.

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