Variety-seeking: Using the CHAID segmentation approach in analyzing the international traveler market

This study investigates the use of variety-seeking in the segmentation of international travelers. Segmentation studies mainly utilize traditional segmentation criteria, such as nationality, country of origin, other trip characteristics of international travelers, and consumer behaviors. Variety-seeking has proven to be a relevant factor for a wider understanding of the behavior of international travelers. Hence, segmentation that is based on variety-seeking offers an alternative to the traditional segmentation approaches. The use of chi-squared automatic interaction detection (CHAID) identified several segments based on variety-seeking behavior. Findings are discussed within the framework of variety-seeking literature. Managerial implications are provided based on this new way of segmenting the market of international travelers.