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The hybrid tourist

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  • Boztug, Yasemin
  • Babakhani, Nazila
  • Laesser, Christian
  • Dolnicar, Sara

Abstract

Inspired by the recent emergence of the hybrid consumer in the marketing literature, the present article defines hybrid tourists and assesses empirical evidence of their existence. Results indicate that hybrid tourists—tourists whose segment membership for the next trip cannot be predicted from their segment membership of their last trip—are the norm, rather than the exception. Only one quarter of tourists remain in the same motivation segment across more than one trip. Results are similar for expenditure segments. Tourist hybridity exists both with respect to travel motivations and expenditure. Personal characteristics predict hybridity. New approaches of market segmentation are needed to cater for the hybrid tourist.

Suggested Citation

  • Boztug, Yasemin & Babakhani, Nazila & Laesser, Christian & Dolnicar, Sara, 2015. "The hybrid tourist," Annals of Tourism Research, Elsevier, vol. 54(C), pages 190-203.
    • Handle: RePEc:eee:anture:v:54:y:2015:i:c:p:190-203
    DOI: 10.1016/j.annals.2015.07.006
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    References listed on IDEAS

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    Cited by:

    1. Harris, Lloyd C. & Pressey, Andrew, 2021. "The myth of business tourist idiosyncrasy," Annals of Tourism Research, Elsevier, vol. 91(C).
    2. Damiano Cortese & Elisa Giacosa & Valter Cantino, 2021. "Knowledge sharing for coopetition in tourist destinations: the difficult path to the network," Review of Managerial Science, Springer, vol. 15(2), pages 275-286, February.

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