Analyzing International Travelers' Profile with Self-Organizing Maps

A self-organizing map (SOM) network was used for segmenting international travelers to Hong Kong, a major travel destination in Asia, and an association rules discovery algorithm was utilized to automatically characterize the profile of each segment.

Abstract

It is generally agreed that knowledge is the most valuable asset to an organization. Knowledge enables a business to effectively compete with its competitors. In the tourism context, an in-depth knowledge of the profile of international travelers to a destination has become a crucial factor for decision makers to formulate their business strategies and better serve their customers. In this research, a self-organizing map (SOM) network was used for segmenting international travelers to Hong Kong, a major travel destination in Asia. An association rules discovery algorithm is then utilized to automatically characterize the profile of each segment. The resulting maps serve as a visual analysis tool for tourism managers to better understand the characteristics, motivations, and behaviors of international travelers.