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dc.contributor.authorSolnet, Daviden
dc.contributor.authorBoztug, Yaseminen
dc.contributor.authorDolnicar, Saraen
dc.description.abstractMarket Basket Analysis identifies and predicts the purchasing behavior of customers based on the expenditure patterns of all previous customers. While widely applied in retail contexts, its use in hospitality is limited. This paper argues that Market Basket Analysis could increase revenue by enabling hotels to determine the most attractive additional products and services (beyond the room type) to offer new and repeat hotel guests. The method’s potential is illustrated using five years of internal guest sales records from a luxury hotel group in Australia.en
dc.publisherVirginia Techen
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.subjectMarket basket analysisen
dc.subjectRevenue managementen
dc.subjectData miningen
dc.subjectPurchase patternsen
dc.titleAn untapped gold mine? Exploring the potential of market basket analysis to grow hotel revenue [Summary]en
dc.title.serialInternational Journal of Hospitality Managementen

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Creative Commons Attribution 4.0 International
License: Creative Commons Attribution 4.0 International