| 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 |
https://doi.org/10.1016/j.annals.2015.07.006 |
| Depositing User |
Margareta Brugger
|
| Date Deposited |
02 Sep 2015 15:35 |
| Last Modified |
20 Jul 2022 17:25 |
| URI: |
https://www.alexandria.unisg.ch/publications/243654 |
The Hybrid Tourist
