CHAID algorithm as an appropriate analytical method for tourism market segmentation

Market Segmentation in Tourism

Tourists are not all the same, they have different pictures of their ideal vacation. Tourists are heterogeneous. Market segmentation is the strategic tool to account for heterogeneity among tourists by grouping them into market segments which include members similar to each other and dissimilar to members of other segments. Both tourism researchers and tourism industry use market segmentation w...

Market Segmentation Approaches in Tourism

Segmentation of the Spanish domestic tourism market

plex process involving elements of very different types (Moutinho, 1987; Rodríguez and Agulló, 2002). One of the key steps in evaluating why people choose different destinations is to understand their tastes, and their preferences for the individual elements of each destination. Preferences for specific destinations develop as a result of the individual’s perceptions of the benefits of each (Ma...

An Extension of the CHAID Tree-based Segmentation Algorithm to Multiple Dependent Variables

The CHAID algorithm has proven to be an effective approach for obtaining a quick but meaningful segmentation where segments are defined in terms of demographic or other variables that are predictive of a single categorical criterion (dependent) variable. However, response data may contain ratings or purchase history on several products, or, in discrete choice experiments, preferences among alte...

segmentation of iran sport tourism market for foreign tourists and a model of target market

the purpose of this research was market segmentation of sport tourism in iran for foreign tourists and modeling a target market. a questionnaire including 53 items was developed by researchers. the validity and reliability of the questionnaire were examined and approved (?=0.93). it was distributed among 710 international participants from 35 countries attending fajr international sports event ...