PurposeThe study aims to cluster the travellers based on their social media interactions as well as to find the different segments with similar and dissimilar categories according to traveller's choice. The study also aims to understand the behaviour of clusters of the travellers towards destination selection and accordingly make the tour packages in order to improve tourists' satisfaction and gain viable benefits.Design/methodology/approachAgglomerative hierarchical clustering with Ward's minimum variance linkage algorithm and model-based clustering with parameterized finite Gaussian mixture models has been implemented to achieve the respective goals. The dimension reduction (DR) technique was introduced for better visualizing clustering structure obtained from a finite mixture of Gaussian densities.FindingsA total of 980 travellers have been clustered into 8 different interest groups according to their tourism destinations selection across East Asia based on individual social media feedback. For selecting the optimal number of clusters as well as the behaviour of the interested travellers groups, both these proposed methods have shown remarkable similarities. DR technique ensures the reduction in dimensionality with seven directions, of which the first two directions explained 95% of total variability.Practical implicationsTourism organizations focus on marketing efforts to promote the most attractive benefits to the clusters of travellers. By segmenting travellers of East Asia into homogeneous groups, it is feasible to choose a similar area to test different marketing techniques. Finally, it can be identified to which segments, new respondents or potential clients belong; consequently, the tourism organizations can design the tour packages.Originality/valueThe study has uniqueness in two aspects. Firstly, the study empirically revealed tourists' experience and behavioural intention to select tourism destinations and secondly, it finds quantifiable insights into the tourism phenomenon in East Asia, which helps tourism organizations to understand the buying behaviours of tourists' segments. Finally, the application of clustering algorithms to achieve the purpose of this study and the findings are very new in the literature on tourism, to understand the tourist behaviour towards destination selection based on social media reviews.
Background: The present article tries to analyze a correlated spatiotemporal data using an advance regression modeling techniques. Spatiotemporal data contains the information of both space and time simultaneously. Naturally, it is very much complicated and not easy to model. This article focuses on some modeling techniques to analyze a correlated spatiotemporal agricultural dataset. This dataset contains information of soil parameters for five years across the twenty six different locations with their geographical status in term of longitude and latitude. Soil pH and fertility index are the two major limiting factors in agriculture. These two parameters are governed by many other factors viz. fertilizer use, cropping intensity, soil type, geographical location, soil health management etc. Objective: The present study has been set up to explore whether there is any spatial gradient in the average pH levels across the geographical locations while fertility index and cropping intensity are acting as possible confounder. Methods: Soil pH is the response variable which varies with respect to time and space generally has a correlated structure. Besides this, some random effects component with fixed effects having a nonlinear association with the response is observed here. Generalized additive mixed model (GAMM) regression and Bivariate Smoothing techniques have been exercised to arrive at a meaningful conclusion. Conclusions: It is found that the pH value varies with change in latitude. Besides this, year, fertility index of available potassium and phosphate are also significant cofactors of this study. Final model has been selected through minimum AIC value (204.9) and model checking plots.
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