Florida state parks: A CHAID approach to market segmentation

ABSTRACT

This study identifies those market segments that frequent state parks in Florida and, in particular, determines those segmentation “clusters” with a best fit for frequency of visitation, accommodation, and age. Two-Step Cluster Analysis and CHAID approaches to the determination of market segmentation are used. This study demonstrates the precision and multi-tree nature of CHAID analysis in that it offers additional levels of variation and distinctiveness for those marketing and managing tourism generally, and in the specific context of state parks. Rather than managing a homogenous “rural tourist”, through CHAID analysis, state parks can benefit from the fine-tuning of marketing messages, the more effective provision and location of accommodation stock, and enhanced efforts to attract out-of-state visitors.

KEYWORDS:

• Market segmentation
• state parks
• rural tourism
• CHAID
• Florida

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work has been supported by the Government of the Canary Islands, Spain & the European Regional Development Fund, Ref. ProID201/010125.

Notes on contributors

Flora M. Díaz-Pérez

Dr. Flora Ma Diaz-Perez and Dr. Carlos G. Garcia-Gonzalez have worked on a number of methodological and statistical papers in the domain of market segmentation and visitation to national and state parks.

Alan Fyall

Drs. Fyall, Fu and Del, meanwhile, have expertise in destination marketing and management, and the study of destination visitor behaviors.

Xiaoxiao Fu

Drs. Fyall, Fu and Del, meanwhile, have expertise in destination marketing and management, and the study of destination visitor behaviors.

Carlos Gustavo García-González

Dr. Flora Ma Diaz-Perez and Dr. Carlos G. Garcia-Gonzalez have worked on a number of methodological and statistical papers in the domain of market segmentation and visitation to national and state parks.

Gary Deel

Drs. Fyall, Fu and Del, meanwhile, have expertise in destination marketing and management, and the study of destination visitor behaviors.