Segmenting visitors of cultural events: The case of Christmas Market |
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| Affiliation: | 1. University of Information Technology, Vietnam National University, Ho Chi Minh, Viet Nam;2. Information Technology Department, Ton Duc Thang University, Ho Chi Minh, Viet Nam;3. Department of Computer Science, University of Science, Vietnam National University, Ho Chi Minh, Viet Nam;1. Department of Control Science and Engineering, Zhejiang University, Hangzhou 310027, China;2. College of Computer Science, Zhejiang University, Hangzhou 310027, China;3. Stanford University, Stanford, CA 94305, USA;4. Hewlett-Packard Labs, 94304 Palo Alto, CA, USA;5. School of Finance and Economics, Zhejiang University of Finance & Economics, Dongfang College Jiaxing, Hangzhou 314408, China;1. ISEGI, Universidade Nova de Lisboa, 1070-312 Lisboa, Portugal;2. INESC-ID, IST, University of Lisbon, 1000-029 Lisbon, Portugal;3. LabMAg, FCUL, University of Lisbon, 1749-016 Lisbon, Portugal;1. Department of Computer Science and Information Engineering, National Cheng Kung University, 1, University Road, Tainan City 701, Taiwan, ROC;2. Department of Computer Science and Information Engineering, National Kaohsiung University of Applied Sciences, Kaohsiung 80778, Taiwan, ROC;3. Cloud Service Technology Center, Industrial Technology Research Institute (ITRI South), Tainan, Taiwan, ROC;1. National Taipei University, No. 151, University Road, San Shia District, Taipei 23741, Taiwan;2. Takming University of Science and Technology, No.56, Sec.1, Huanshan Rd., Taipei 11451, Taiwan;3. National Chengci University, No. 64, Sec. 2, Zhi-Nan Road, Taipei 11605, Taiwan |
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| Abstract: | Market segmentation in tourism makes use of sets of powerful analytical tools for the sake of planning and managing demand-oriented policies. This paper contributes to this strand of literature by segmenting tourists visiting a cultural event. We utilize the Bagged Clustering method, a combination of traditional partitioning and hierarchical techniques, which is proven to be more effective. An ad hoc survey was conducted in 2011 among the Italian visitors of the Christmas Market in Merano, Northern Italy. A total of 802 questionnaires were collected. In discussing the results, marketing and managerial implications are stressed for both policymakers and local organizers. |
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| Keywords: | Bagged Clustering Logit model Cultural event Christmas Market Market segmentation |
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