An Explanation and Illustration of Cluster Analysis for Identifying Hospitality Market Segments

Research output: Contribution to journalArticle

42 Citations (Scopus)

Abstract

Hierarchical clustering methods are presented using a simplified example. The article describes and explains six steps in the cluster analysis process: variable selection, data management, selection of clustering methods, deriving cluster solutions, validating results, and interpreting results. The article concludes by giving the reader an example of how each of the steps was processed in the identification and description of three market segments based on entertainment preferences. The purpose of the article is to encourage increased usage of this valuable means of revealing market niches by researchers in the field of hospitality.

Original languageEnglish (US)
Pages (from-to)67-91
Number of pages25
JournalJournal of Hospitality and Tourism Research
Volume24
Issue number1
DOIs
StatePublished - 2000

Fingerprint

cluster analysis
market niche
market
data management
entertainment
niche
management
method
Hospitality
Cluster analysis
Market segments
Process variables
Data management
Hierarchical clustering
Market niche
Entertainment
Variable selection
Clustering

Keywords

  • casino markets
  • hierarchical cluster analysis
  • market analysis
  • market niche
  • market segmentation

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

Cite this

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