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Comparison of the contrast mining methods in identification of tourists behavioral changes (CROSBI ID 583787)

Prilog sa skupa u zborniku | sažetak izlaganja sa skupa | međunarodna recenzija

Kliček, Božidar ; Oreški, Dijana Comparison of the contrast mining methods in identification of tourists behavioral changes // Consumer Behavior in Tourism Symposium 2011 Collection of Abstract. 2011

Podaci o odgovornosti

Kliček, Božidar ; Oreški, Dijana

engleski

Comparison of the contrast mining methods in identification of tourists behavioral changes

Purpose of the study: The purpose of this research is to explore contrast mining methods for identification of differences in the characteristics, motivation and choice of travel destination, satisfaction, and consumption of Italian tourists in Croatia in the years 2004, 2007 and 2010. Design/methodology/approach: Data were collected from Italian tourists in Croatia in summer periods (sample 567 in 2004, 553 in 2007 and 750 in 2010) using stratified random sampling. Contrast set mining techniques, STUCCO and MAGNUM OPUS, are used to identify how tourists´ behavior differed between six years. Findings: The application of the two contrast set mining algorithms indicates differences between the three datasets. Change in the tourist behavior is noticeable in the following target items: educational level, mode of transportation used to get to the destination, information sources that have influenced tourists decision, consumption per person, satisfaction with particular tourism products / services and overall satisfaction. Factors that affect the marketing strategies are obtained and tracking of the tourists´ demands is available. By using this results, authorities may be able to predict how particular groups of tourists have the potential to respond to promotions and which destinations will be popular in the future. Originality/value: Contrast mining is a data mining technique oriented towards finding and understanding differences among groups. This paper presents a first attempt to compare two contrast mining algorithms, MAGNUM OPUS and STUCCO, in the domain of tourism and hospitality. Contrary to previous researches, this analysis uses significantly larger data set which are representative on the national level. Research results will be applied as supplemental methods in the development of tourism strategy at national level. Research limitations/implications: The limitation of the research is the choice of the set of variables that affect tourists behavior. Also, future research should employ more countries to explore whether similar principles can be found among other tourists. Practical implications: Results have implications for decision makers in tourism. It may guide them to better understanding of behaviors and desires of tourists and accordingly, to develop appropriate strategies, product and services.

Tourist behavior; contrast mining; STUCCO; MAGNUM OPUS

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Podaci o prilogu

2011.

nije evidentirano

objavljeno

Podaci o matičnoj publikaciji

Consumer Behavior in Tourism Symposium 2011 Collection of Abstract

Podaci o skupu

Consumer Behavior in Tourism Symposium

predavanje

01.12.2011-03.12.2011

Brunico, Italija

Povezanost rada

Informacijske i komunikacijske znanosti