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

Bibliographic Details
Title: Using logistic regression for persona segmentation in tourism: A case study.
Authors: Kang, Rui1
Source: Social Behavior & Personality: an international journal. Apr2020, Vol. 48 Issue 4, p1-16. 16p.
Subject Terms: *LOGISTIC regression analysis, *TOURISM, *TREND setters, *REGRESSION analysis, *CASE studies
Abstract: 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. [ABSTRACT FROM AUTHOR]
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Published: Apr2020
Database: Academic Search Complete

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