Modeling of Tourist Profiles with Decision Trees in a World Heritage City: The Case of Cuenca (Ecuador)

This research project proposes the formulation of profiles composed of foreign and national tourists in a world heritage city as a contribution to the strategies of the Association of Accommodation Establishments in the city of Cuenca. A total of 1,293 surveys, gathered during holidays between 2015...

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Bibliographic Details
Published in:Tourism planning & development 2019-09, Vol.16 (5), p.473-493
Main Authors: Serrano López, Ana Lucía, Freire Chaglla, Segundo Amador, Espinoza-Figueroa, Freddy Edgar, Andrade Tenesaca, Dolores Susana, Villafuerte Pucha, María Elena
Format: Article
Language:English
Subjects:
decision tree
Decision trees
Grouping
offer and demand
random forest
statistics
tourist profiles
world heritage city
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Summary:This research project proposes the formulation of profiles composed of foreign and national tourists in a world heritage city as a contribution to the strategies of the Association of Accommodation Establishments in the city of Cuenca. A total of 1,293 surveys, gathered during holidays between 2015 and 2016, underwent a statistical analysis of decision trees and statistical regression using seven variables. In addition, by means of CART and Random Forest technical comparisons, the models and predictive variables were prioritized for marketing strategies and planning. Two tourist profiles were described, the backpacker type and the cultural type, with an error of 1%, where the variables of visitor age, daily average accommodation expense, and type of employment at the origin predicted the accommodation selection upon arrival at the tourist destination in a better way.
ISSN:2156-8316
2156-8324
DOI:10.1080/21568316.2018.1501731