Incorporating both positive and negative association rules into the analysis of outbound tourism in Hong Kong

Gang Li, Rob Law, Jia Rong, Huy Quan Vu

Research output: Contribution to journalArticleResearchpeer-review

14 Citations (Scopus)

Abstract

This 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.

Original languageEnglish
Pages (from-to)812-828
Number of pages17
JournalJournal of Travel and Tourism Marketing
Volume27
Issue number8
DOIs
Publication statusPublished - 1 Dec 2010
Externally publishedYes

Keywords

  • Association Rules
  • Contrast Analysis
  • Data Mining
  • Hong Kong
  • Machine Learning
  • Outbound Tourism

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