Dynamic Patterns of Contemporary Hotel Segmentation in The Prawirotaman Area Implementation of Adaptive, Innovative, and Collaborative Strategies
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Abstract
The contemporary hospitality industry is currently transforming toward an experience economy, necessitating a strategic shift from conventional demographic segmentation to more dynamic psychographic approaches. Despite this, a literature gap remains regarding segmentation topics in contemporary hotels within dense spatial clusters such as Prawirotaman. This study aims to dissect the dynamics of segmentation patterns in six contemporary hotels in Prawirotaman through the framework of Adaptive, Innovative, and Collaborative (AIC) strategies. Utilizing a qualitative multi-site case study method, data were obtained through in-depth interviews with management, observation, and documentary analysis. The research findings reveal two patterns during the planning stage: product-driven, which is tied to physical assets, and market-driven, which is based on market data analysis. The implementation of AIC strategies, such as innovating the hotel atmosphere and collaborating with local communities, forms a dynamic identity segmentation pattern. This pattern is proven to provide positive implications in the form of increased revenue quality (yield) and marketing efficiency through guest involvement in producing User Generated Content. This study provides a theoretical contribution by integrating the AIC pillars into the segmentation management cycle within the hospitality sector.
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