post by : leonie.biba
Tourism is now one of the fastest growing sectors of the world economy. It contributes to regional and national economic development. For this reason, it is important for marketers to stay close to their customers and keep them as clients. The aim of studying new product development (NPD) and customer relationship management (CRM) is to improve the ability to anticipate and understand buying behaviour by staying focused on the customers’ needs and wants. Customer purchases have profiles and patterns and understanding these is a way for businesses to get closer to the buyer, and therefore develop long-term relationships with them in the tourism industry. For this purpose, the customer must be the focal point of the organisation.
In order to give the customer all the attention, we need to know what it is that they want: we need to collect data. The process of discovering this sort of information, such as patterns and associations, is called data mining. Market knowledge can then be extracted from the analysis of the data.
In this article, a study was done on tourists in Taiwan, to find out what their preferences and purchase behaviour were, and to understand their market segmentation. The results showed that the main factors considered by customers on inbound travel were security, travel agency reputation, travel style and acceptable price. The travel agency where the data was from was then able to think about developing new tourism products, according to the results they found.
Keywords:tourism management, new product development, data mining, customer relationship management
Source:Liao, S. H., Chen, Y. J., & Deng, M. Y. (2010). Mining customer knowledge for tourism new product development and customer relationship management. Expert Systems with Applications, 37(6), 4212-4223.