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A Clustering Method for Categorical Data in Tourism Market Segmentation Research
- Source :
- Journal of Travel Research. 39:391-397
- Publication Year :
- 2001
- Publisher :
- SAGE Publications, 2001.
-
Abstract
- One challenge in tourism market segmentation research is finding a statistical clustering method that can use data from the commonly used qualitative (categorical scale) survey instrument. Current proven methods require the use of quantitative (ratio or interval scale) data. However, quantitative survey instruments are seldom used. Many quantitative clustering methods severely restrict the number of attributes measured despite the fact that segmentation analysis works best when it measures all the multistate attributes that visitors identify as influencing their tourist experience. This study demonstrated that multistate categorical survey data could be successfully used. Using data from a bed-and-breakfast survey (229 guests), a two-stage analysis method was employed. First, multiple correspondence analysis was used to spatially map each of the attributes, and then cluster analysis was used to identify market segments. It is believed this method can be more practical in the field of applied tourism research.
- Subjects :
- Computer science
business.industry
05 social sciences
Geography, Planning and Development
Transportation
computer.software_genre
Field (computer science)
Market research
Market segmentation
Multiple correspondence analysis
Tourism, Leisure and Hospitality Management
0502 economics and business
Survey data collection
050211 marketing
Segmentation
Data mining
Marketing
business
Cluster analysis
Categorical variable
computer
050212 sport, leisure & tourism
Subjects
Details
- ISSN :
- 15526763 and 00472875
- Volume :
- 39
- Database :
- OpenAIRE
- Journal :
- Journal of Travel Research
- Accession number :
- edsair.doi...........4d9dee0eb3650752481b44c90c1180df