Destination cards are popular means to promote attractions, events and consumption. This research aims to investigate tourists’ preferences by identifying the most common sequences of activities recorded by a destination card. We use pattern recognition and cluster analysis techniques. Evidence shows that most tourists prioritize outdoors moderately engaging activities; that there is a love for variety; and that cultural tourists are the only relevant group characterized by choosing activities belonging to the same type (“indoors-intellectual engagement”) along the engagement-leisure scale.
Mapping tourist consumption behavior from destination card data: what do sequences of activities reveal?
SCUDERI RAFFAELE
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2018-01-01
Abstract
Destination cards are popular means to promote attractions, events and consumption. This research aims to investigate tourists’ preferences by identifying the most common sequences of activities recorded by a destination card. We use pattern recognition and cluster analysis techniques. Evidence shows that most tourists prioritize outdoors moderately engaging activities; that there is a love for variety; and that cultural tourists are the only relevant group characterized by choosing activities belonging to the same type (“indoors-intellectual engagement”) along the engagement-leisure scale.File in questo prodotto:
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