A behavioral analysis of web sharers and browsers in Hong Kong using targeted association rule mining

被引：60
|
作者：
Rong, Jia [2 ]
Huy Quan Vu [2 ]
Law, Rob [1 ]
Li, Gang [2 ]
机构：
[1] Hong Kong Polytech Univ, Sch Hotel & Tourism Management, Kowloon, Hong Kong, Peoples R China
[2] Deakin Univ, Sch Informat Technol, Geelong, Vic 3125, Australia
来源：
TOURISM MANAGEMENT | 2012年 / 33卷 / 04期
关键词：
Sharers; Browsers; Electronic word-of-mouth; Association rules; Machine learning; Data mining; Hong Kong; Outbound tourism; WORD-OF-MOUTH; ONLINE HOTEL REVIEWS; CONSUMERS RESPONSES; IMPACT; TOURISM; EXPERIENCE; BRAND;
D O I：
10.1016/j.tourman.2011.08.006
中图分类号：
X [环境科学、安全科学];
学科分类号：
08 ; 0830 ;
摘要：
With the widespread use of Internet technology, electronic word-of-mouth [eWOM] communication through online reviews of products and services has a strong influence on consumer behavior and preferences. Although prior research efforts have attempted to investigate the behavior of users regarding the sharing of personal experiences and browsing the experiences of others online, it remains a challenge for business managers to incorporate eWOM effects into their business planning and decision-making processes effectively. Applying a newly proposed association rule mining technique, this study investigates eWOM in the context of the tourism industry using an outbound domestic tourism data set that was recently collected in Hong Kong. The complete profiles and the relations of online experience sharers and travel website browsers are explored. The empirical results are useful in helping tourism managers to define new target customers and to plan more effective marketing strategies. (C) 2011 Elsevier Ltd. All rights reserved.
引用
收藏
页码：731 / 740
页数：10
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