Sara Dolnicar

Friedrich Leisch

Bettina Grün

This book is published open access under a CC BY 4.0 license. This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Even market segmentation experts will find something new, including an approach to exploring data structure and choosing a suitable number of market segments, and a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier. The book talks the reader through every single step, every single potential pitfall, and every single decision that needs to be made to ensure market segmentation analysis is conducted as well as possible. All calculations are accompanied not only with a detailed explanation, but also with R code that allows readers to replicate any aspect of what is being covered in the book using R, the open-source environment for statistical computing and graphics.

Understanding It, Doing It, and Making It Useful

Market Segmentation Analysis

The first book to present a new conceptual framework which offers an initial explanation for the continuing and rapid success of such 'disruptive innovators’ and their effects on the international hospitality industry. It discusses all the hot topics in this area, with a specific focus on Airbnb, in the international context.

An Examination

Peer to Peer Accommodation Networks

The first book to present a new conceptual framework which offers an initial explanation for the continuing and rapid success of such 'disruptive innovators' and their effects on the international hospitality industry. Peer to Peer Accommodation networks: an examination discusses all the hot topics in this area, with a specific focus on Airbnb, in the international context. Using her first-hand experience as a host on both traditional holiday accommodation webpages and peer-to-peer accommodation network, respected tourism academic Sara Dolnicar examines possible reasons for the explosive success of peer to peer accommodation networks, investigates topics relating to peer-to-peer network accommodation which are less frequently discussed - such as charitable activities and social activism - and offers a future research agenda. Using first hand empirical results, this text provides much needed insight into this 'disruptive innovator' for all those studying and working within the tourism and hospitality industries. Peer to Peer Accommodation networks: an examination discusses a wealth of issues including: * The disruptive innovation model - the criteria for identifying and understanding new disruptive innovators, and how peer-to-peer accommodation networks comply with the theoretical criteria; * The factors postulated to drive the success of peer-to-peer accommodation networks and the celebration of variation; * Who are genuine peer-to-peer accommodation networks members, tourist motivators and the chance of the 'perfect match'; * Pricing, discrimination and stimulation of the creation of new businesses.

Sara Dolnicar

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