CHAID-based segmentation: International visitors' trip characteristics and perceptions

Cathy Hui-chun Hsu; Soo K. Kang

doi:10.1177/0047287507299571

CHAID-based segmentation: International visitors' trip characteristics and perceptions

Cathy Hui-chun Hsu, Soo K. Kang

Research output: Journal article publication › Journal article › Academic research › peer-review

52 Citations (Scopus)

Abstract

This study segments inbound travelers to Hong Kong with a CHi-square Automatic Identification Detector (CHAID) technique. Seven predictors are used to derive market segments based on their likelihood of revisiting Hong Kong. The CHAID analysis produces six segments based on respondents' travel purpose, age, income, and repeat visit status. Each segment is described according to trip characteristics, including length of stay, travel party size, total expenditure, frequency of visits, mode of travel, and post-trip perceptions. Suggestions are made based on findings from the study, and marketing implications for resultant segments are discussed. 2007.

Original language	English
Pages (from-to)	207-216
Number of pages	10
Journal	Journal of Travel Research
Volume	46
Issue number	2
DOIs	https://doi.org/10.1177/0047287507299571
Publication status	Published - 1 Jan 2007

Keywords

CHAID
Hong Kong
Likelihood of return
Perception
Segmentation
Trip/travel characteristics

ASJC Scopus subject areas

Geography, Planning and Development
Transportation
Tourism, Leisure and Hospitality Management

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10.1177/0047287507299571

Cite this

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AB - This study segments inbound travelers to Hong Kong with a CHi-square Automatic Identification Detector (CHAID) technique. Seven predictors are used to derive market segments based on their likelihood of revisiting Hong Kong. The CHAID analysis produces six segments based on respondents' travel purpose, age, income, and repeat visit status. Each segment is described according to trip characteristics, including length of stay, travel party size, total expenditure, frequency of visits, mode of travel, and post-trip perceptions. Suggestions are made based on findings from the study, and marketing implications for resultant segments are discussed. 2007.

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CHAID-based segmentation: International visitors' trip characteristics and perceptions

Abstract

Keywords

ASJC Scopus subject areas

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