... in terms of the 7Ps of the marketing mix. This study has then segmented customers intending to revisit hotels, based on the similarities in their reviews. Findings In total, 71 important hotel features are extracted using text analysis of comments. The most important features are the room, staff, food...

... enabling T&HI entities to use an agile marketing strategy. The latter should be based on a flexible and customer-centric approach. Practical implications This paper provides a VUCA framework for adapting marketing mix instruments to the rapidly changing hospitality and tourism industry. This paper...

...) and resource allocations to functional areas that support defined competitive methods which provide value to stakeholders. For study purposes, resource allocations are assumed to be tied to the marketing mix. While firm value is more quantifiable, the value for QSR consumers is more subjective and need...

... changes in the market′s requirements. Hotels Location Market pricing Market research Marketing management Marketing mix Pricing It is commonly asserted that the three most important attributes that a hotel or motel can offer are location, location and location; a phrase which is freely...