Applying data mining technical on customer value of Taiwan inbound travelers market
| Autor: | Mao-Huang Liu, 劉懋煌 |
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| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 The objective of this research was to create the important object variables and to segment valuable travelers utilizing the Japanese travelers’ database of Taiwan Tourism Bureau. The decision tree of data mining technical was employed to identify the Japanese valuable travelers’ consuming characteristics,. The research also explored the seasonality of Japanese travelers. Distinguished the distinction of the activities they participated in and their travel intentions. This research acquired 5,050 samples from the 2004 A.D. inbound travelers database of Taiwan Tourism Bureau. After trimming the samples that with null values, there are 3,737 samples remained. Finally, the research chose the 1,573 samples of Japanese travelers to be the object samples. For the purpose of effectively distinguishing the customers and creating high-and-low value segmentation. The research followed the customer value theory. And utilized SFM, length of stay and Frequency of visitor to Taiwan and Expenditure, to be the measure indexes of creating high-and-low value segmentation of customers. Then, this research employed decision tree of data mining technical to analyze the segmentation attributes of customer value. The objective variable was the high-and-low value of customer. The decision variables were demographic variables and customer behavior variables. Finally, explored the affection of seasonality to the Taiwan inbound travelers’ goals and activities they participated in. The finding of this research revealed that business was the main goal of the most valuable Japanese travelers. The findings of the decision tree analysis show that the sum of meals expenditure that out of the hotel was over NT$4,635 by the most valuable Japanese travelers. They came to Taiwan and arranged activities by themselves, not by the travel agents. Such kind of travelers hoped they could read the Taiwan travel information on the newspapers of their own country. The analysis of different months travelers revealed that the most valuable Japanese travelers were business people and the maximum amount of inbound travelers of Japanese was in July. Shopping was the maximum amount activity that the inbound Japanese travelers of different months and travel goals participated in. In conclusion, the characteristics of most valuable customers this research induced might provide market implications to the government and tourism industry to analyze and plan the marketing strategies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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