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Incorporating both positive and negative association rules into the analysis of outbound tourism in Hong Kong
journal contribution
posted on 2010-12-01, 00:00 authored by Gang LiGang Li, R Law, Jia Rong, Huy Quan VuThis article presents a novel approach to data mining that incorporates both positive and negative association rules into the analysis of outbound travelers. Using datasets collected from three large-scale domestic tourism surveys on Hong Kong residents' outbound pleasure travel, different sets of targeted rules were generated to provide promising information that will allow practitioners and policy makers to better understand the important relationship between condition attributes and target attributes. This article will be of interest to readers who want to understand methods for integrating the latest data mining techniques into tourism research. It will also be of use to marketing managers in destinations to better formulate strategies for receiving outbound travelers from Hong Kong, and possibly elsewhere.
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Journal
Journal of travel & tourism marketingVolume
27Issue
8Pagination
812 - 828Publisher
RoutledgeLocation
Philadelphia, Pa.Publisher DOI
ISSN
1054-8408eISSN
1540-7306Language
engPublication classification
C1 Refereed article in a scholarly journalCopyright notice
2010, Taylor & FrancisUsage metrics
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