Data Mining Techniques and Applications for Tourism Internet Marketing
Ignacio Olmeda, Pauline Joy Sheldon · Journal of Travel & Tourism Marketing · 2002
The travel industry is a provider of experiences, and increasingly these experiences need to be customized. This paper analyzes the potential uses of Data Mining techniques in Tourism Internet Marketing and electronic customer relationship management. Various Data Mining technologies are described and their potential uses in the travel industry are explained. In particular, customer profiling, inquiry routing, e-mail filtering, on-line auctions, and updating e-catalogs are explained. The challenges in implementing these and other techniques are addressed at the end of the paper.