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

Cathy Hui-chun Hsu, Soo K. Kang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

43 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 languageEnglish
Pages (from-to)207-216
Number of pages10
JournalJournal of Travel Research
Volume46
Issue number2
DOIs
Publication statusPublished - 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

Cite this