An Application of the CHAID Algorithm to Study the Environmental Impact of Visitors to the Teide National Park in Tenerife, Spain

Abstract

The significant and complex relationship between visitor numbers to a national park and the environment calls for appropriate policies to be adopted. This paper analyzes the relationship from the perspective of visitors to the Teide National Park (TNP) in Tenerife, aiming to establish strategies to reduce visitors' environme ntal impacts. This is particularly important as the TNP, with over 3,000,000 visitors in 2015, is the most visited park in Spain and one of the most visited in Europe. An empirical study was conducted during 2016 resulting in 805 valid questionnaires. A CHAID algorithm was then applied to segment visitors according to criterion variables. Findings show the first segmenting variable is transport type, with the car being the most frequently used by visitors. Specifically, the visitor segment coming by car is also associated with the longest stays in the TNP. Regarding the practical and social implications, it is assumed the longer the stay, the greater the environmental impact. These results highlight the need for new transport strategies for the park with improved, less polluting vehicles.

The use of the CHAID algorithm for determining tourism segmentation: A purposeful outcome

“…Since the first type of accommodation mentioned corresponds to the population of Canary Islands residents, the results above could confirm that the type of transportation used depends on whether visitors are Canary Islands residents or not. Similar results were obtained by Díaz-Pérez and Bethencourt-Cejas (2017) but, for this particular study, the CHAID algorithm did not clearly create by default a “Canary Island resident/non-resident” branch in the decision tree; in fact, if the classification methods are left working automatically, it will show some other variables in the first nodes. However, if the operating process is controlled by the researcher, very important variables from the destination management perspective may appear.…”

“…Thus, the policymaker will undoubtedly develop different tourist policies for residents and non-residents. Nevertheless, Díaz-Pérez and Bethencourt-Cejas (2017) assert that although cross-tabulations indicated the possibility of segmenting according to geographical origin, the use of the CHAID algorithm (by default, in this case) did not allow us to identify the segments in the tree based on geographic origin.…”

“…This is even less so when the CHAID algorithm is used as a basis of segmentation ( Amir et al., 2016 ). Although Díaz-Pérez and Bethencourt-Cejas (2017) tried to incorporate into their analysis the variable resident/non-resident to segment the visitors' population to the Teide National Park, the results obtained were not successful for that time. This was explained by the decision tree obtained not opening for this geographical variable.…”

Factors Influencing the Environmental Awareness of Visitors to the Natural Protected Areas on the Island of Tenerife

“…Previous studies that have analyzed the behavior of visitors in national parks have used a wide range of methods for analysis. Tenerife National Park visitors' behavioral surveys were carried out, for example, using ordered logit model (González et al, 2018b), geotagged photographs and GPS tracks from social networks (Barros et al, 2019), pairwise comparison survey method of landscape preferences of visitors (DeLucio & Múgica, 1994) or CHAID algorithm for determining tourism segmentation (Díaz-Pérez et al, 2020;Diaz-Perez & Bethencourt-Cejas, 2017). Planned behavior theory has been used in previous research to examine the impact of Galletas whale watching programs on visitors' environmental awareness and their future intentions to pay attention to the protection of whale populations (Jacobs & Harms, 2014).…”