Using logistic regression for persona segmentation in tourism: A case study

被引：2
|
作者：
Kang, Rui [1 ]
机构：
[1] Tsinghua Univ, Dept Ind Engn, 1 Zhongguancun East Rd, Beijing 100084, Peoples R China
来源：
SOCIAL BEHAVIOR AND PERSONALITY | 2020年 / 48卷 / 04期
关键词：
event tourism; online tourism; special interest tourism; tourism marketing; travel service users; persona segmentation; EVENT TOURISM;
D O I：
10.2224/sbp.8793
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
I introduced a method for persona segmentation in the tourism industry to identify representative subgroups with different motivations or goals. Data from 496 key opinion leaders of groups representing 7,965 travel service users were analyzed with a logistic regression model of user characteristics and tourism motivation. I found that logistic regression is an integrated method of persona segmentation that balances precision and accuracy, and yields replicable and valid results. Three subgroups for persona segmentation based on logistic regression models are proposed.
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页数：16
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