PUBLICACIONES

A machine learning approach to segmentation of tourists based on perceived destination sustainability and trustworthiness

ISI: A machine learning approach to segmentation of tourists based on perceived destination sustainability and trustworthiness

GABRIEL PENAGOS-LONDOÑO., EDUARDO TORRES M., CARLA RODRIGUEZ-SANCHEZ., FELIPE RUIZ-MORENO.

2021 - Forthcoming - Journal of Destination Marketing & Management - Vol. 19

Abstract

Segmentation studies are crucial for planning sustainability strategies, and tourists' perceptions of destinations offer important segmentation criteria. The aim of this study is to understand and describe the tourist segments with similar levels of perceived destination sustainability and trustworthiness. Perceived sustainability and perceived trustworthiness are based on tourists’ perceptions of the impacts of tourism development and policies of destinations and are measured as multidimensional constructs. Based on a sample of 438 tourists from Chile and Ecuador aged over 17 years, a metaheuristic (genetic algorithm) is employed to select the most useful variables for segmentation using a machine learning process. The results reveal three tourist segments: Extremely optimistic (Segment 3), Optimistic (Segment 2) and Moderately optimistic (Segment 1). These segments differ considerably in terms of the impacts of the dimensions of destination sustainability (environmental, sociocultural, and economic) and trustworthiness (ability, benevolence, and integrity). However, they do not differ in terms of most sociodemographic characteristics. As segmentation criteria, perceived sustainability and trustworthiness can help when analyzing the effectiveness of sustainability strategies and actions by the public and private institutions at tourist destinations

Keywords

Segmentation, Perceived sustainability, Trustworthiness, Security, Machine learning approach, Genetic algorithm

¿Quieres seguir leyendo? [Accede a la publicación completa]

Conversatorio Virtual en SERNAC - Oportunidades Pro Consumidor, en tiempos de Pandemia

El día 9 de Septiembre, 2020 la profesora Reinalina Chavarri, Directora del Observatorio de Sostenibilidad, fue invitada a exponer en la actividad organizada por SERNAC sobre Oportunidades P...

Corrupción en Startups. Lecciones para el Ecosistema de Innovación Chileno

Cuando hablamos de empresas startups la mayoría de los casos pensamos en jóvenes idealistas, expertos en alguna tecnología, impulsados por desarrollar nuevos productos y servic...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.