Variety-seeking: Using the CHAID segmentation approach in analyzing the international traveler market

Patrick Legohérel, Cathy Hui-chun Hsu, Bruno Daucé

Research output: Journal article publicationJournal articleAcademic researchpeer-review

54 Citations (Scopus)


This study investigates the use of variety-seeking in the segmentation of international travelers. Segmentation studies mainly utilize traditional segmentation criteria, such as nationality, country of origin, other trip characteristics of international travelers, and consumer behaviors. Variety-seeking has proven to be a relevant factor for a wider understanding of the behavior of international travelers. Hence, segmentation that is based on variety-seeking offers an alternative to the traditional segmentation approaches. The use of chi-squared automatic interaction detection (CHAID) identified several segments based on variety-seeking behavior. Findings are discussed within the framework of variety-seeking literature. Managerial implications are provided based on this new way of segmenting the market of international travelers.
Original languageEnglish
Pages (from-to)359-366
Number of pages8
JournalTourism Management
Publication statusPublished - 1 Jan 2015


  • Exploratory buying behavior
  • Segmentation
  • Variety-seeking

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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