Florida State Parks: a CHAID Approach to Market Segmentation

  1. García-González, Carlos Gustavo 1
  2. Deel, Gary 2
  3. Fyall, Alan 3
  4. Díaz-Pérez, Flora M. 1
  5. Fu, Xiaoxiao 3
  1. 1 Facultad de Economía, Universidad de la Laguna , La Laguna, Spain
  2. 2 School of Business, American Military University , Charles Town, VA, USA
  3. 3 Rosen College of Hospitality Management, University of Central Florida , Orlando, FL, USA
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Revista:
Anatolia : an International Journal of Tourism and Hospitality Research

ISSN: 1303-2917,  2156-6909

Año de publicación: 2021

Páginas: 1-16

Tipo: Artículo

DOI: 10.1080/13032917.2020.1856158 GOOGLE SCHOLAR

Otras publicaciones en: Anatolia : an International Journal of Tourism and Hospitality Research

Proyectos relacionados

ProID2017010125. CHAID. Chi-square Automatic Interaction Detection (CHAID) algoritmos como un método apropiado para la segmentación de la demanda turística de los Parques Nacionales canarios. Estrategias derivadas en aras de mejorar la competitividad

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Resumen

This study identifies those market segments that frequent state parks in Florida and, in particular, determines those segmentation “clusters” with a best fit for frequency of visitation, accommodation, and age. Two-Step Cluster Analysis and CHAID approaches to the determination of market segmentation are used. This study demonstrates the precision and multi-tree nature of CHAID analysis in that it offers additional levels of variation and distinctiveness for those marketing and managing tourism generally, and in the specific context of state parks. Rather than managing a homogenous “rural tourist”, through CHAID analysis, state parks can benefit from the fine-tuning of marketing messages, the more effective provision and location of accommodation stock, and enhanced efforts to attract out-of-state visitors.

Referencias bibliográficas

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