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

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

Tourism Management, 2015, vol. 46, issue C, 359-366

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.

Keywords: Variety-seeking; Exploratory buying behavior; CHAID; Segmentation (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:46:y:2015:i:c:p:359-366

DOI: 10.1016/j.tourman.2014.07.011

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