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@article{ART001657846},
author={Park, Sung Hee and Ick-Keun Oh},
title={Segmenting Silver Markets with Their Dining-Out Behavior:CHAID-based Decision Tree},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2012},
volume={36},
number={4},
pages={187-209},
doi={}

TY - JOUR
AU - Park, Sung Hee
AU - Ick-Keun Oh
TI - Segmenting Silver Markets with Their Dining-Out Behavior:CHAID-based Decision Tree
JO - Journal of Tourism Sciences
PY - 2012
VL - 36
IS - 4
PB - The Tourism Sciences Society Of Korea
SP - 187
EP - 209
SN - 1226-0533
AB - Continuing and rapid growth of the silver market consumers is a very important and an actionable market for restaurant managers and operators. This study explored how the interaction between silver consumers' characteristics and behaviors of restaurant consumption uses were associated with frequency of dining-out. A decision tree was developed using Exhaustive CHAID. A total of 529 useable data were collected from silver consumers who were 60 years or older, and based throughout six regions in South Korea. The results identified six important predictors and distinguished seven viable segments. Three of these seven segments could be considered actionable segments, thus providing more insights to restaurant managers and operators. Chi-square tests and one-way ANOVA tests were conducted to examine significant differences in existence amongst the segments. The identified target segments and their profiles will be essential in building effective communication and promotion strategies for various marketing purposes.
KW - Silver consumer;Market segmentation;CHAID decision-tree;Dining-out
DO -
ER -

Park, Sung Hee and Ick-Keun Oh. (2012). Segmenting Silver Markets with Their Dining-Out Behavior:CHAID-based Decision Tree. Journal of Tourism Sciences, 36(4), 187-209.

Park, Sung Hee and Ick-Keun Oh. 2012, "Segmenting Silver Markets with Their Dining-Out Behavior:CHAID-based Decision Tree", Journal of Tourism Sciences, vol.36, no.4 pp.187-209. Available from: doi:

Park, Sung Hee, Ick-Keun Oh "Segmenting Silver Markets with Their Dining-Out Behavior:CHAID-based Decision Tree" Journal of Tourism Sciences 36.4 pp.187-209 (2012) : 187.

Park, Sung Hee, Ick-Keun Oh. Segmenting Silver Markets with Their Dining-Out Behavior:CHAID-based Decision Tree. 2012; 36(4), 187-209. Available from: doi:

Park, Sung Hee and Ick-Keun Oh. "Segmenting Silver Markets with Their Dining-Out Behavior:CHAID-based Decision Tree" Journal of Tourism Sciences 36, no.4 (2012) : 187-209.doi:

Park, Sung Hee; Ick-Keun Oh. Segmenting Silver Markets with Their Dining-Out Behavior:CHAID-based Decision Tree. Journal of Tourism Sciences, 36(4), 187-209. doi:

Park, Sung Hee; Ick-Keun Oh. Segmenting Silver Markets with Their Dining-Out Behavior:CHAID-based Decision Tree. Journal of Tourism Sciences. 2012; 36(4) 187-209. doi:

Park, Sung Hee, Ick-Keun Oh. Segmenting Silver Markets with Their Dining-Out Behavior:CHAID-based Decision Tree. 2012; 36(4), 187-209. Available from: doi:

Park, Sung Hee and Ick-Keun Oh. "Segmenting Silver Markets with Their Dining-Out Behavior:CHAID-based Decision Tree" Journal of Tourism Sciences 36, no.4 (2012) : 187-209.doi: