Purpose: Survey research has developed to become the default empirical approach to answering research questions in the field of hospitality (and many other fields of research within the social sciences). This paper aims to reflect on the use of survey research in hospitality and offers...

Purpose: Data-driven market segmentation is heavily used by academic tourism and hospitality researchers to create knowledge and by data analysts in tourism industry to generate market insights. The stability of market segmentation solutions across repeated calculations is a key quality...