데이터마이닝을 이용한 신혼여행상품의 시장세분화

초록

In tourism marketing promotion, it is important to know the tourists purchase pattern and target market. The purpose of this study is to investigate the tourism market segmentation of honeymoon tourists and the factors influencing the decision making patterns. 5,482 samples of honeymoon packages transaction data were obtained from the travel agency. In this paper, empirical analysis of secondary data applying data mining techniques is presented. Data mining is a technique for extracting interesting knowledges from a large set of data. The model employs the decision tree algorithm. The CHAID analysis shows that the most important factors for decision making patterns are ‘travel agency location’ and ‘price of honeymoon packages’. And the CART analysis shows that the most important factors is ‘price of honeymoon packages’. In addition to providing useful implication for tour planners and marketers of travel agencies, this study also give a theoretical contribution to tourism marketing research. And this paper represents the effective database marketing strategy by applying the data mining technique to the travel agencies’ marketing system. Based on these significant findings, theoretical implications and limitations of the study are discussed.

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