This is a great video on how McDonald’s segments its markets.

Class Exercise

VALS survey Students can take the survey and see which one of their VALS type. Then discuss how the different VALS types could be used as a segmentation tool.

This is a online survey by Pew Research Center to find out if you share the characteristics of the average Millennial  This can be used to illustrate that it is the characteristics that determine generational behavior not age.

Have students define and describe the characteristics of a market segment for a hotel, restaurant or tourist destination.

Current Material

John T Bowen and Shiang-Lih Chen McCain, “Transitioning Loyalty Programs,” International Journal of Contemporary Hospitality Management, 27, no. 3 (2015): 415–430.

Ashtyn Douglas, “Go SoLoMo: Connecting with Your Local Customers,”, January 6, 2014,


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