Accéder directement au contenu Accéder directement à la navigation
Communication dans un congrès

From whom to why, understanding customer’s intention with the use of persona

Abstract : The aim of this paper is to propose an alternative solution to the who segmentation. By using the persona tool, it has been possible to develop a why segmentationbased on customers’ intention(s)–motivation(s). Following qualitative interviews, three personas have been created: the first persona is firstly interested by the hotel’scharacteristics and services, the second persona is attracted firstly by the placewhere the hotel is located, and finally, the third persona is looking for both elements. To conclude the paper suggests implications for hotel’s managers and proposes a model regarding the quality of the hotel’s experience
Type de document :
Communication dans un congrès
Liste complète des métadonnées

Littérature citée [41 références]  Voir  Masquer  Télécharger

https://hal.univ-angers.fr/hal-02538486
Contributeur : Okina Université d'Angers <>
Soumis le : jeudi 9 avril 2020 - 14:33:16
Dernière modification le : lundi 6 juillet 2020 - 15:39:33

Identifiants

  • HAL Id : hal-02538486, version 1
  • OKINA : ua16099

Collections

Citation

Johan Carelli. From whom to why, understanding customer’s intention with the use of persona. Consumer Behavior in Tourism Symposium 2016, Dec 2016, Bruneck-Brunico, Italy. pp.3. ⟨hal-02538486⟩

Partager

Métriques

Consultations de la notice

28

Téléchargements de fichiers

30