The cluster analysis methodology, based on visitors’ behaviour in the destinations, helps to create groups of users and identify personas. The analysis, using reviewing behaviours on TripAdvisor, count per every single reviewer the places a user visited and described his/her visits divided into cultural subtopics as: museum, cultural sight, natural attractions, tourism facilities. The clustering algorithm groups similar people based on behaviour and interests. The outputs can drive new communication strategies or creation of new tourism services based on personalisation of the offer to one or more identified clusters.
Macrosections
Tour and activities
Natural sites
Bar and clubs
Shopping
Entertainment and events
Relax and wellness
Transports and services