How Consumers Pick a Hotel: Strategic Segmentation and Target Marketing

Rating:
Summary: Title Miscommunication
Review: This book has very little to do with "How Consumers Pick Hotels. Is basically a history of segmentation--mainly psychographic.

Rating:
Summary: Read the Subtitle
Review: Unfortunately, the title and subtitle are mutually inconsistent and I focused on the title. I was keenly interested in choice behavior particularly in the hospitality space. Instead this book is a dry rehash of psychographic research and application. As such, it does not spend any time on the how of the choice process but rather the why. Finally, except for an initial personal narrative on two hotel experiences which are wholly out of context, this book has nothing to do with hotels. I might have been more interested in the book if my expectations were better positioned, but the author and publisher chose to obscure the true topic of the book.