The hybrid tourist

Boztug, Yasemin, Babakhani, Nazila, Laesser, Christian and Dolnicar, Sara (2015) The hybrid tourist. Annals of Tourism Research, 54 190-203. doi:10.1016/j.annals.2015.07.006

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Author Boztug, Yasemin
Babakhani, Nazila
Laesser, Christian
Dolnicar, Sara
Title The hybrid tourist
Journal name Annals of Tourism Research   Check publisher's open access policy
ISSN 0160-7383
Publication date 2015-09-01
Year available 2015
Sub-type Article (original research)
DOI 10.1016/j.annals.2015.07.006
Open Access Status Not Open Access
Volume 54
Start page 190
End page 203
Total pages 14
Place of publication Kidlington, Oxford United Kingdom
Publisher Pergamon Press
Language eng
Subject 3303 Development
1409 Tourism, Leisure and Hospitality Management
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.
Keyword Hybrid consumer
Hybrid tourist
Market segmentation
Travel expenditures
Travel motives
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 3 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 3 times in Scopus Article | Citations
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