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Developing a Travel Segmentation Methodology: A Criterion-Based Approach

Joseph S. Chen, Ph.D.

International University of Applied Sciences, Germany j.chen{at}fh-bad-honnef.de

Recognizing the paucity of segmentation methodologies, this research strives to develop a scheme integrating the chi-square automatic interaction detection (CHAID) algorithm that expands the current analytical spectrum of travel segmentation. Accordingly, a segmentation procedure—travel segmentation with CHAID (TSC) method—is proposed along with a step-by-step review. Furthermore, evolving from the TSC method, a new investigative concept in connection with the detection of actionable segments is also discussed. A case study of college students' spring-break trips is used to demonstrate the necessary steps of segmenting a population into mutually exclusive subpopulations. In the conclusion section, further studies on segmentation methodologies are discussed.

Key Words: market segmentation • actionable segments • methodology • college student travel

Journal of Hospitality & Tourism Research, Vol. 27, No. 3, 310-327 (2003)
DOI: 10.1177/1096348003252358
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[Abstract] [PDF]