Cang, S., 2009. Expectation Maximization Algorithm Cluster Analysis for UK National Trust Visitors. Tourism Analysis, 14 (5), pp. 637-650.
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This article aims to investigate the segmenting of UK National Trust (NT) visitors based on behavior and motivation for the visit. The main focus of the article is to apply the more powerful, robust, and stable expectation maximization (EM) algorithm cluster analysis method together with PCA (without varimax rotation), which is rarely used in a tourism context, to the NT data set. This study identifies four clusters of NT visitors, and also identifies the most important items (questions) in the classification of NT visitors, which is the satisfaction with the NT service. The intracluster inequality, which means the diversity of the cluster, is also analyzed. Each cluster has its own characteristics and the results of cluster analysis will be useful for future NT marketing management to maximize the benefit to the NT. The diversity of each cluster is also discussed.
|Uncontrolled Keywords:||UK National Trust; cluster analysis; principal components analysis; k-means; expectation maximization algorithm|
|Subjects:||Social Sciences > Tourism|
|Group:||School of Tourism > International Centre for Tourism and Hospitality Research|
|Deposited By:||Dr Shuang Cang|
|Deposited On:||01 Jul 2010 19:25|
|Last Modified:||07 Mar 2013 15:33|
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