Segmenting Chinese travelers by bagged clustering: The rise of a young independent travel market to Western Europe?
MetadataShow full item record
Market segmentation is ubiquitous in marketing. Hierarchical and nonhierarchical methods are popular for segmenting tourism markets. These methods are not without controversy. In this study, we use bagged clustering on the push and pull factors of Western Europe to segment potential young Chinese travelers. Bagged clustering overcomes some of the limitations of hierarchical and nonhierarchical methods. A sample of 403 travelers revealed the existence of four clusters of potential visitors. The clusters were subsequently profiled on sociodemographics and travel characteristics. The findings suggest a nascent young Chinese independent travel segment that cannot be distinguished on push factors but can be differentiated on perceptions of the current independent travel infrastructure in Western Europe. Managerial implications are offered on marketing and service provision to the young Chinese outbound travel market.
Showing items related by title, author, creator and subject.
Market Segmentation using Bagged Fuzzy C–Means (BFCM): Destination Image of Western Europe among Chinese Travellers D'Urso P; Prayag G; Disegna M; Massari R (2013)Market segmentation offers several strategic and tactical advantages to marketers. Hierarchical and non-hierarchical segmentation methods have several weaknesses but remain widely applied in tourism studies. Alternative ...
Braunhofer M; Ricci F (Spinger, 2016)Context-Aware Recommender Systems are advisory applications that exploit users’ preference knowledge contained in datasets of context-dependent user ratings, i.e., ratings augmented with the description of the contextual ...
Osti, L (Competence Centre in Tourism Management and Tourism Economics (TOMTE), 2008)The puchase and consumption of tourism is associated with financial risk, social risk, psychological risk, performance risk, and physical risk. These risks relate to the characteristics of tourism services, which are ...