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Behaviour of Virtual Visitor Based on E-Shop and DMO Websites: A Comparative Study by Means of Data Mining Techniques

In: Information and Communication Technologies in Tourism 2015

Author

Listed:
  • Fidel Rebón

    (CICtourGUNE)

  • Gloria Ocáriz

    (CICtourGUNE)

  • Jon Argandoña

    (CICtourGUNE)

  • Jon Kepa Gerrikagoitia

    (CICtourGUNE)

  • Aurkene Alzua-Sorzabal

    (CICtourGUNE)

Abstract

Meeting the needs of virtual visitors is important to engage them. So far literature has helped assessing website’s efficiency and making it adaptive. However, virtual visitor’s navigation behaviour and web topology duality makes this a challenging task. Few studies have gone in depth on Destination Management Organization websites. This paper performs a comparative study by means of clustering techniques looking for understanding the difference between an E-Shop’s and DMO’s virtual visitors’ behaviour through their digital footprint. Once the visitors have been clustered and the observations classified, a comparative analysis by website is performed on the visitors’ distribution within the clusters. Results established that users’ features differ from website to website and can be clearly distributed. As a result, a holistic view of virtual visitors’ habits will be available for tourism stakeholders. This will allow to adapt the websites to virtual visitors’ needs better.

Suggested Citation

  • Fidel Rebón & Gloria Ocáriz & Jon Argandoña & Jon Kepa Gerrikagoitia & Aurkene Alzua-Sorzabal, 2015. "Behaviour of Virtual Visitor Based on E-Shop and DMO Websites: A Comparative Study by Means of Data Mining Techniques," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 101-110, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-14343-9_8
    DOI: 10.1007/978-3-319-14343-9_8
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