Application of particle swarm optimization and perceptual map to tourist market segmentation

Authors:
R. J. Kuo;Kartika Akbaria;Budiarto Subroto
Affiliations:
Department of Industrial Engineering and Management, National Taiwan University of Science and Technology, Taiwan;Department of Industrial Engineering and Management, National Taiwan University of Science and Technology, Taiwan and Department of Industrial Engineering and Management, Bandung Institute of Tech ...;Department of Industrial Engineering and Management, Bandung Institute of Technology, Indonesia
Venue:
Expert Systems with Applications: An International Journal
Year:
2012

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Abstract

This study intends to apply particle swarm optimization algorithm to cluster analysis for investigating market segmentation of Taiwanese tourists based on their motivation to visit Indonesia. In addition, Taiwanese tourists' preference of several types of tourism destinations offered in Indonesia will also be studied. According to the cluster analysis results, we will propose marketing strategy based on market segmentation and tourists' preferences revealed. The computational results reveal that there were four clusters formed. Moreover, by using perceptual map, it was also known that most of respondents tend to visit heritage, culture, and nature-based tourism destinations offered in Indonesia.