Norwegians' Preferences for U.S. Lodging Facilities: Market Segmentation Approach

Abstract

This study attempts to examine Norwegians' preferences for U.S. lodging facilities through a segmentation approach. In an effort to determine Norwegians' lodging choice preferences, a series of focus group surveys was conducted. With the information obtained from the focus group surveys, a survey questionnaire assessing Norwegians' lodging preferences was developed. One hundred sixty-nine useful questionnaires collected from various on-site surveys were analyzed in the study. A non-hierarchical cluster technique was used to group the respondents into mutually exclusive clusters. Two clusters labeled as Frugal Visitors and Extravagant Guests emerged from the analysis. In the conclusion, marketing implications and limitations of the study are discussed.

Key Words:

• Lodging preferences
• market segmentation
• international tourism
• Norwegian tourists