Specialty coffeehouses have become an increasingly important segment of the foodservice industry in Hong Kong. The exponential growth of this segment has generated keen competition. Without a good understanding of their customers, these coffeehouses may end up losing market share to competitors. The purpose of this study is to identify the market segments in Hong Kong specialty coffeehouses based on the benefits sought by customers when they visit specialty coffeehouses. A survey of 1,000 customers was conducted. The results of this study support the effectiveness of segmenting the specialty coffeehouse customers in Hong Kong using the benefits variable. Four distinct segments of customers were identified: service seekers, atmosphere seekers, quality coffee seekers, and marketing-oriented customers. Based on the differences in coffeehouse selection factors, sociodemographic variables, and coffee consumption behaviors among the four segments, managers of specialty coffeehouses in Hong Kong can customize their strategies to meet the needs of these four market segments.
The purpose of this study was to examine the stability of inbound tourism demand models for Indonesia and Malaysia as a function of increasing government intervention in tourism. Specifically, it investigated the differences in the estimated model parameters before and after formation of tourism development organizations at each destination. The major determinants included in the demand model were income, price, and time trend. The Wald test was applied to examine the possibility of a structural change in the tourism demand between the pre-and postorganization formation periods. The results support the hypothesis, thus important marketing implications for the tourism industries in Indonesia and Malaysia were discussed.
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