The hybrid tourist |
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Institution: | 1. School of Hospitality and Tourism Management, University of Surrey, UK;2. Department of Hospitality and Tourism Management, University of Cape Coast, Cape Coast, Ghana;3. Department of Economics, University of Cape Coast, Cape Coast, Ghana |
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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. |
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Keywords: | Hybrid consumer Hybrid tourist Centaur Market segmentation Travel expenditures Travel motives |
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