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

Patrick Legohérel; Cathy Hui-chun Hsu; Bruno Daucé

doi:10.1016/j.tourman.2014.07.011

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 publication › Journal article › Academic research › peer-review

64 Citations (Scopus)

Abstract

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 language	English
Pages (from-to)	359-366
Number of pages	8
Journal	Tourism Management
Volume	46
DOIs	https://doi.org/10.1016/j.tourman.2014.07.011
Publication status	Published - 1 Jan 2015

Keywords

CHAID
Exploratory buying behavior
Segmentation
Variety-seeking

ASJC Scopus subject areas

Development
Transportation
Tourism, Leisure and Hospitality Management
Strategy and Management

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

More information

10.1016/j.tourman.2014.07.011

Cite this

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AB - 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.

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ER -

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

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

More information

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