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

Autori
Kliček, Božidar ; Oreški, Dijana

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Consumer Behavior in Tourism Symposium 2011 Collection of Abstract / - , 2011

Skup
Consumer Behavior in Tourism Symposium

Mjesto i datum
Brunico, Italija, 01.12.2011. - 03.12.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Tourist behavior; contrast mining; STUCCO; MAGNUM OPUS

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

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