Destination product characteristics as useful predictors for repeat visiting and recommendation segmentation variables in tourism: a CHAID exhaustive analysis

Abstract

The present paper constitutes a segmentation research with the use of the exhaustive chi-squared automatic interaction detection tree analysis approach which, through the characteristics of a tourist destination, aims at the illustration of the English and German tourist groups and more specifi cally, (i) those who are repeat visitors of several tourist destinations and (ii) those who express a willingness to urge other people to visit geographic tourist destinations that the former have already visited. The results of the research help the tourism managers to apprehend the characteristics of the destination products that best describe the visitors.

The symmetric and asymmetric influences of destination attributes on overall visitor satisfaction

“…This is because customers may express dissatisfaction with a product, but they rarely take the initiative to tell what they actually want (Kondo, 2000) from the suppliers. Besides, researchers generally attempt to measure the performance perception of the customers (2011) Accessibility McKercher (1998), Zhang and Lam (1999), Nicolau and Mas (2004), and Enright and Newton (2005) Infrastructure Yau and Chan (1990) Safety Shih (1986), Pizam and Mansfeld (1996), Baloglu and Uysal (1996), Dwyer and Kim (2003), Zhang et al (2004), Rodríguez-Díaz and Espino-Rodríguez (2008), Kao et al (2008), and Campo and Garau (2008) Museums and art galleries Baloglu and Uysal (1996) and Didascalou et al (2009) Hospitality and friendliness of the local people Mok et al (1995), Baloglu and Uysal (1996), Kozak (2001), Dwyer and Kim (2003), Campo and Garau (2008), Vassiliadis (2008), and Prayag (2011) Value Zhang et al (2004), Meng and Uysal (2008), Kao et al (2008), and Prayag (2011) Information Hudson and Shephard (1998), Chiang et al (2003), Vassiliadis (2008), and Moutinho et al (2011) Service quality Yau and Chan (1990), Mok et al (1995), Chadee and Mattsson (1996), Chiang et al (2003), Enright and Newton (2005), Meng and Uysal (2008), and Vassiliadis (2008) concerning product attributes using pre-structured questionnaires, which are unable to uncover the hidden expectations of...…”

“…However, many academics found that there was an asymmetric relationship between the performance of the attribute(s) and overall customer satisfaction (Johnston, 1995;Matzler & Sauerwein, 2002;Mittal et al, 1998;Ting & Chen, 2002). While some product attributes (1) increase satisfaction when present, but do not increase dissatisfaction Current Issues in Tourism Yau and Chan (1990), Mok, Armstrong, and Go (1995), Lee, Var, and Blain (1996), Kozak (2001), Gallarza, Saura, and Garcia (2002), Dwyer and Kim (2003), Gooroochurn and Sugiyarto (2003), Nicolau and Mas (2004), and Filipović (2007) Culture Mok et al (1995), Baloglu and Uysal (1996), Gallarza et al (2002), van der Ark and Richards (2006), Enright and Newton (2005), Vassiliadis (2008), and Prayag (2011) Entertainment Boorstin (1964), Van Raaij (1986), Yau and Chan (1990), Mok et al (1995), Litvin and Ling (2001), Kozak (2001), Richards (2002), Zhang, Qu, and Tang (2004), Enright and Newton (2005), Meng and Uysal (2008), and Vassiliadis (2008) Activities for children Meng and Uysal (2008) Transportation Van Raaij (1986), Litvin and Ling (2001), Kozak (2001), Vassiliadis (2008), Moutinho, Albayrak, and Caber (2011), and Prayag (2011) Signage Prayag (2011) Nightlife Baloglu and Uysal (1996) and Enright and Newton (20...…”

An Application of the CHAID Algorithm to Study the Environmental Impact of Visitors to the Teide National Park in Tenerife, Spain

“…It has also been used to obtain information on expenditure levels using bo th demographic variables and those related to the trip's characteristics (Diaz-Pé rez, Bethencourt-Cejas & Alvarez-Gonzá lez, 2005) and to describe spending habits (Legoherel & Wong, 2006). Some studies have used it to identify future recommendations using product satisfaction, price and quality of service as independent variables (Chen, 2003); to know the likelihood of returning (Assaker & Hallak, 2012;Hsu & Kang, 2007) and to obtain information on intentions to recommend and visit the destination in the future (Vassiliadis, 2008).…”

Analysing tourist satisfaction at a mature and multi-product destination

“…Improving the quality of services is also recognised as one of the major strategies in consolidating destination competitiveness. Previous studies suggest that the receipt of excellent services reinforces the loyalty of current customers and increases the prospect of attracting new ones (Baker & Crompton, 2000;Chen, Chen, & Lee, 2009;Chen & Tsai, 2007;Hui, Wan, & Ho, 2007;Kozak, 2001;Lee, Graefe, & Burns, 2007;Murphy, Pritchard, & Smith, 2000;Nowacki, 2009;Oppermann, 2000;Um, Chon, & Ro, 2006;Vassiliadis, 2008;Yoon & Uysal, 2005;Zabkar, Brencic, & Dmitrovic, 2010). Thus a key strategy for consolidating destination competitiveness is to improve satisfaction and an understanding of the factors affecting the most the overall tourist satisfaction can be used to support destination supply strategies (Kim, 1998;Kozak & Rimmington, 1999, 2000.…”