Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/36302
Title: Variety-seeking : using the CHAID segmentation approach in analyzing the international traveler market
Authors: Legoherel, P
Hsu, CHC 
Dauce, B
Keywords: Variety-seeking
Exploratory buying behavior
CHAID
Segmentation
Issue Date: 2015
Publisher: Pergamon Press
Source: Tourism management, 2015, v. 46, p. 359-366 How to cite?
Journal: Tourism management 
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.
URI: http://hdl.handle.net/10397/36302
ISSN: 0261-5177
DOI: 10.1016/j.tourman.2014.07.011
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