کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
383474 660823 2012 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Segmenting visitors of cultural events by motivation: A sequential non-linear clustering analysis of Italian Christmas Market visitors
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر هوش مصنوعی
پیش نمایش صفحه اول مقاله
Segmenting visitors of cultural events by motivation: A sequential non-linear clustering analysis of Italian Christmas Market visitors
چکیده انگلیسی

Considering the importance of market segmentation as a marketing tool to determine promotional policies, this paper aims to contribute to the tourism literature using the two-level approach proposed by Vesanto and Alhoniemi (2000) as an alternative and effective method to conduct cluster analyses.For this purpose, an empirical study was conducted interviewing tourists who visited three different Christmas Markets in Northern Italy. The two-level approach is based on two clustering techniques used in sequence: a Self-Organizing Map (SOM) followed by a clustering algorithm. The Silhouette index (Rousseeuw, 1987) is used as a guideline during the second level in the selection process of both the best clustering techniques (between hierarchical and non-hierarchical) and the best partition.The analysis identified three cluster segments and this paper demonstrates the suitability of the clustering method adopted. In the discussion of the results, marketing and managerial implications are also highlighted.


► Two-level approach is an alternative and effective method to clustering.
► Silhouette index is used as a guideline for choice the best clustering technique.
► This paper demonstrates the suitability of the clustering method adopted.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Expert Systems with Applications - Volume 39, Issue 13, 1 October 2012, Pages 11349–11356
نویسندگان
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