CHAID-based Segmentation: International Visitors' Trip Characteristics and Perceptions
用CHAID决策树技术，根据游客重游意愿将入境香港的游客分成六个细分市场，并描述各细分市场的旅行特征和感知，为旅游营销提供建议。
This study segments inbound travelers to Hong Kong with aCH i-squareA utomaticI dentificationD etector (CHAID) technique. Seven predictors are used to derive market segments based on their likelihood of revisiting Hong Kong. The CHAID analysis produces six segments based on respondents' travel purpose, age, income, and repeat visit status. Each segment is described according to trip characteristics, including length of stay, travel party size, total expenditure, frequency of visits, mode of travel, and post-trip perceptions. Suggestions are made based on findings from the study, and marketing implications for resultant segments are discussed.