Cluster analysis is a family of multivariate techniques used for identifying homogenous groups of objects or individuals based on their similarities or dissimilarities in a set of measured variables. The origins of this method can be found in the biological sciences, but the technique is currently used in a broad spectrum of research areas, including social sciences.
One of the most common applications of cluster analysis in tourism research is market segmentation (Fredline 2012). The technique attempts to identify homogenous subsets of tourists in order to better understand their preferences and needs and to modify and adapt marketing efforts to specific segments, thus allowing a more efficient allocation of resources. The variables could be demographic, trip-related, motivations, expectations, and the like.
A specific application to tourism is often seen in the study of its impacts on host communities (Aguiló Pérez and Rosselló Nadal 2005). Based on survey data, the researcher may...
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References
Aguiló Pérez, E., and J. Rosselló Nadal 2005 Host Community Perceptions: A Cluster Analysis. Annals of Tourism Research 32:925-941.
Everitt, B., S. Landau, M. Leese, and D. Stahl 2011 Cluster Analysis. London: Wiley.
Fredline, E. 2012 Cluster Analysis. In Handbook of Research Methods in Tourism: Quantitative and Qualitative Approaches, L. Dwyer, A. Gill and N. Seetaram, eds., pp.212-226. New York: Elgar.
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Fernández-Morales, A. (2014). Cluster analysis, tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_319-1
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DOI: https://doi.org/10.1007/978-3-319-01669-6_319-1
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Cluster Analysis in Tourism- Published:
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DOI: https://doi.org/10.1007/978-3-319-01669-6_319-4
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Cluster analysis in tourism
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Cluster analysis, tourism- Published:
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DOI: https://doi.org/10.1007/978-3-319-01669-6_319-1