The Hybrid Tourist
Journal
Annals of Tourism Research
ISSN
0160-7383
ISSN-Digital
1873-7722
Type
journal article
Date Issued
2015-09-01
Author(s)
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.
Language
English
Keywords
Hybrid consumer
Hybrid Tourist
Centaur
Market Segmentation
Travel expenditures
Travel motives
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Elsevier
Publisher place
Kidlington
Number
54
Start page
190
End page
203
Pages
14
Subject(s)
Division(s)
Eprints ID
243654