Year: 2016
Type: article
Abstract: Studies of the segmentation of the tourism markets have traditionally been undertaken by regression methods. The need to have a significant number of segments and qualifying variables has led, however, to the use of other procedures of multivariate analysis. CHAID (Chi-square Automatic Interaction Detection), which is more complex than other multivariate techniques, has rarely been used. This study applies the traditional methods of multivariate analysis and CHAID to the same population of tourists visiting a particular destination to compare the quality of the information obtained on tourism market segmentation. The results suggest that the analysis based on CHAID matches the nature of the problem studied better than those provided by discriminant analysis.
Authors: Flora Ma Díaz-Pérez, Ma Bethencourt-Cejas
Institution: Universidad de La Laguna
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $4,320
OpenAlex ID: W2267928058