کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1006978 1482242 2015 14 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The hybrid tourist
ترجمه فارسی عنوان
توریست ترکیبی
کلمات کلیدی
مصرف کننده ترکیبی؛ گردشگری ترکیبی؛ قنطورس؛ تقسیم بندی بازار؛ هزینه سفر. انگیزه سفر
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری گردشگری، اوقات فراغت و مدیریت هتلداری
چکیده انگلیسی


• Hybrid tourists are defined and empirically investigated.
• Hybrid tourists display an unpredictable pattern of subsequent vacations.
• Targeting hybrid tourists requires novel approaches to market segmentation.

Inspired by the recent emergence of the hybrid consumer in the marketing literature, the present article defines hybrid tourists and assesses empirical evidence of their existence. Results indicate that hybrid tourists—tourists whose segment membership for the next trip cannot be predicted from their segment membership of their last trip—are the norm, rather than the exception. Only one quarter of tourists remain in the same motivation segment across more than one trip. Results are similar for expenditure segments. Tourist hybridity exists both with respect to travel motivations and expenditure. Personal characteristics predict hybridity. New approaches of market segmentation are needed to cater for the hybrid tourist.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Annals of Tourism Research - Volume 54, September 2015, Pages 190–203
نویسندگان
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