Analyzing international travelers' profile with self-organizing maps

Gang Li, Chun Hung Roberts Law, Jinlong Wang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

12 Citations (Scopus)

Abstract

It is generally agreed that knowledge is the most valuable asset to an organization. Knowledge enables a business to effectively compete with its competitors. In the tourism context, an in-depth knowledge of the profile of international travelers to a destination has become a crucial factor for decision makers to formulate their business strategies and better serve their customers. In this research, a self-organizing map (SOM) network was used for segmenting international travelers to Hong Kong, a major travel destination in Asia. An association rules discovery algorithm is then utilized to automatically characterize the profile of each segment. The resulting maps serve as a visual analysis tool for tourism managers to better understand the characteristics, motivations, and behaviors of international travelers.
Original languageEnglish
Pages (from-to)113-131
Number of pages19
JournalJournal of Travel and Tourism Marketing
Volume27
Issue number2
DOIs
Publication statusPublished - 1 Mar 2010

Keywords

  • Activity pattern analysis
  • Data mining
  • Hong Kong
  • Market segmentation

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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