Developing a Computational Tool for the Hospitality Industry
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Date
2011
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Publisher
Adnan Menderes University
Abstract
The importance of databases has been increasing in the hospitality industry and data
mining, as one of effective computational tools, is introduced to facilitate what its
industry’s needs due to its benefit for managing large and complex buyer behavior in
customer databases. Nowadays, hospitality industry is encouraged to adopt Customer
relationship management (CRM) to maintain relationship with their targeted customers.
This study aimed to understand and explore the application of data mining in CRM in
Taiwanese hospitality industry because this business sector is highly competitive market in
recent years. A semi-structured and face-to-face interview method was used in order to
explore the perceptions of Marketing Director or Service Director. The findings showed
that the data mining technology was essential for the development of long-term
relationships with customers in the hospitality industry. It also suggested a proposed data
mining process for small and medium sized hotels.
Description
Journal of Travel and Tourism Research, Fall 2011
Keywords
Data mining, Customer Relationship Management, Hospitality