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Journal of Travel Research
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CHAID-based Segmentation: International Visitors' Trip Characteristics and Perceptions

Cathy H.C. Hsu

School of Hotel and Tourism Management at The Hong Kong Polytechnic University Hong Kong, PRC

Soo K. Kang

Restaurant and Management at Colorado State University, Fort Collins, Colorado, USA

This study segments inbound travelers to Hong Kong with a CHi-square A utomatic Identification Detector (CHAID) technique. Seven predictors are used to derive market segments based on their likelihood of revisiting Hong Kong. The CHAID analysis produces six segments based on respondents' travel purpose, age, income, and repeat visit status. Each segment is described according to trip characteristics, including length of stay, travel party size, total expenditure, frequency of visits, mode of travel, and post-trip perceptions. Suggestions are made based on findings from the study, and marketing implications for resultant segments are discussed.

Key Words: CHAID • segmentation • likelihood of return • trip/travel characteristics • perception • Hong Kong

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This version was published on November 1, 2007

Journal of Travel Research, Vol. 46, No. 2, 207-216 (2007)
DOI: 10.1177/0047287507299571
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