The Hybrid Tourist

Item Type Journal paper
Abstract 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.
Authors Boztug, Yasemin; Babakhani, Nazila; Laesser, Christian & Dolnicar, Sara
Journal or Publication Title Annals of Tourism Research
Language English
Keywords Hybrid consumer, Hybrid Tourist, Centaur, Market Segmentation, Travel expenditures, Travel motives
Subjects economics
HSG Classification contribution to scientific community
Refereed Yes
Date 1 September 2015
Publisher Elsevier
Place of Publication Kidlington
Number 54
Page Range 190-203
Number of Pages 14
ISSN 0160-7383
ISSN-Digital 1873-7722
Publisher DOI
Depositing User Margareta Brugger
Date Deposited 02 Sep 2015 15:35
Last Modified 20 Jul 2022 17:25


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Boztug, Yasemin; Babakhani, Nazila; Laesser, Christian & Dolnicar, Sara (2015) The Hybrid Tourist. Annals of Tourism Research, (54). 190-203. ISSN 0160-7383

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