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| Author: | Legohérel, P. Wong, K. K. |
| Title: | Market segmentation in the tourism industry and consumers' spending: What about direct expenditures? |
| Journal: | Journal of Transport Economics and Policy
2006 : VOL 20:2, p. 15-30 |
| Index terms: | expenditure tourism |
| Freeterms: | CHAID |
| Language: | eng |
| Abstract: | This article discusses the segmentation of holiday makers according to their distinctive spending habits for revenue maximation as an important factor in developing comprehensive marketing strategies. The authors use CHAID technique to examine direct and daily taourist expenditures of holiday makers in Hong Kong to define market segments. Results confirm that CHAID is a relatively flexible technique and can be employed as a perameter in a more parametric approach. |
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