This study attempts to develop a comprehensive taxonomy of the hospitality and tourism industry to illustrate the highly segmented nature of the industry by taking a new approach to examine the scope and scale of the contemporary hospitality and tourism industry. The data collection procedure followed a rigorous framework with rich information being attained using an experience survey, focus groups, and pilot and nationwide surveys based on undergraduate students. The proposed new model of hospitality and tourism industry segments showed sufficient reliability and validity, and its four major industry segments contained 22 sub-segments. With the proposed new taxonomy reflecting the nature of the contemporary hospitality and tourism industry, the research community can develop a better understanding of the outlook of the industry in its current shape.

Keywords: Industry Segments, Taxonomy, Hospitality and Tourism Industry