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

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  • Legohérel, Patrick
  • Hsu, Cathy H.C.
  • Daucé, Bruno

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.

Suggested Citation

  • Legohérel, Patrick & Hsu, Cathy H.C. & Daucé, Bruno, 2015. "Variety-seeking: Using the CHAID segmentation approach in analyzing the international traveler market," Tourism Management, Elsevier, vol. 46(C), pages 359-366.
    • Handle: RePEc:eee:touman:v:46:y:2015:i:c:p:359-366
    DOI: 10.1016/j.tourman.2014.07.011
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    References listed on IDEAS

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