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Segmenting markets by bagged clustering: Young Chinese travelers to Western Europe

Prayag, G, Disegna, M, Cohen, SA and Yan, H (2015) Segmenting markets by bagged clustering: Young Chinese travelers to Western Europe Journal of Travel Research.

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Prayag, Disegna, Cohen & Yan 2014 JTR.pdf - Accepted version Manuscript
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Abstract

Market segmentation is ubiquitous in marketing. Hierarchical and non-hierarchical methods are the most popular for segmenting tourism markets. These methods are not without much 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 non-hierarchical methods. A sample of 403 travelers revealed the existence of four clusters of potential visitors. The clusters were subsequently profiled on socio-demographics 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 their 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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
AuthorsEmailORCID
Prayag, GUNSPECIFIEDUNSPECIFIED
Disegna, MUNSPECIFIEDUNSPECIFIED
Cohen, SAUNSPECIFIEDUNSPECIFIED
Yan, HUNSPECIFIEDUNSPECIFIED
Date : 2015
Identification Number : 10.1177/0047287513514299
Uncontrolled Keywords : segmentation, bagged clustering
Additional Information : Accepted for publication in Journal of Travel Research. Copyright 2014 Sage Publications
Depositing User : Symplectic Elements
Date Deposited : 23 Oct 2013 16:04
Last Modified : 02 Jan 2015 02:33
URI: http://epubs.surrey.ac.uk/id/eprint/804073

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