Segmenting the market of West Australian senior tourists using an artificial neural network

Kim, J.; Wei, S.; Ruys, H.

Tourism Management 24(1): 25-34

2003


ISSN/ISBN: 0261-5177
DOI: 10.1016/s0261-5177(02)00050-x
Accession: 003928657

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Abstract
This paper presents a descriptive analysis of neural network methodology and provides a research technique that assesses the weighting of different attributes and uses an unsupervised neural network model to describe a consumer-product relationship. The development of this rich class of models was inspired by the neural architecture of the human brain. These models mathematically emulate the neurophysical structure and decision making of the human brain, and, from a statistical perspective, are closely related to generalized linear models. Artificial neural networks or neural networks are, however, nonlinear and do not require the same restrictive assumptions about the relationship between the independent variables and dependent variables. Using neural networks is one way to determine what trade-offs older travellers make as they decide their travel plans. The sample of this study is from a syndicated data source of 200 valid cases from Western Australia. From senior groups, active learner, relaxed family body, careful participants and elementary holiday were identified and discussed.