Technographic segmentation using neural network at the Rainforest World Music Festival / Nur Balqish Hassan ... [et al.]

Hassan, Nur Balqish and Hashim, Noor Hazarina and Bakhary, Norhisham and Padil, Khairul H. (2019) Technographic segmentation using neural network at the Rainforest World Music Festival / Nur Balqish Hassan ... [et al.]. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 7 (3). pp. 1-16. ISSN 1985-8914 ; 2590-3837

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Abstract

Market segmentation is a marketing strategy practice that divides consumers into groups with varying needs and interests. This helps marketers to understand the subgroups’ needs and to tailor their marketing efforts and product offerings to meet those needs. Event marketers are no exception. Although the most frequently used technique in identifying market segment, cluster analysis, yields unstable results and cannot handle large data sets, neural networks can overcome these problems. This study proposes the development of technographic segmentation of visitors attending a music festival based on their smartphone usage and a combination of psychographic and behavioral factors. This system classifies consumers based on motivations, use patterns, and attitudes towards technology. It uses cluster analysis to identify segments, and to demonstrate the applicability of using neural network for segmentation process.

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Item Type: Article
Creators:
Creators
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Hassan, Nur Balqish
UNSPECIFIED
Hashim, Noor Hazarina
UNSPECIFIED
Bakhary, Norhisham
UNSPECIFIED
Padil, Khairul H.
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 ; 2590-3837
Volume: 7
Number: 3
Page Range: pp. 1-16
Official URL: https://www.jthca.org/
Item ID: 32319
Uncontrolled Keywords: Market Segmentation, Cluster Analysis, Artificial Neural Network
URI: https://ir.uitm.edu.my/id/eprint/32319

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32319

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