Using a market basket analysis in tourism studies
Authors: Damjan Vavpotič, Karmen Knavs, Ljubica Knežević Cvelbar
AI-generated Key Points
- Understanding tourist visitation patterns is crucial for decision makers in the tourism industry
- Geo-location data plays a significant role in understanding tourism demand
- The study proposes a new approach based on market basket analysis using geo-location data shared by tourists
- The approach bundles available services and identifies commonly consumed experiences
- The researchers applied this approach to analyze tourist behavior in Vienna, Austria
- The proposed method has potential for use at the destination level
- Findings from the study provide valuable information on tourism demand patterns
- Decision makers can optimize offerings and create tailored packages or recommendations based on frequently combined experiences
- Geo-location data and market basket analysis are effective tools for analyzing tourism demand patterns.
Abstract: Understanding tourist visitation patterns is crucial for decision makers in order to create smart tourism industry. A growing body of tourism research uses geo-location data in order to better understand tourism demand. In this paper, we present a new approach based on a market basket analysis. This approach uses geo-location data shared by tourists on tourism platforms in order to bundle the range of available tourism services and understand which experiences are consumed together. The approach was tested on the case of Vienna, Austria. Based on our analyses we argue that the proposed approach has potential for use at the destination level and provides relevant information on tourism demand patterns important for smart tourism decision-making.
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