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.
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Acknowledgements
The authors would like to thank the managers of Basque Tourism Agency (BASQUETOUR) and Computer Society of Basque Government (EJIE) for their excellent cooperation and Basque Government for its ETORTEK program. Authors’ appreciation is also expressed to the managers of Atlas Stoked for the cession of the data.
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Rebón, F., Ocáriz, G., Argandoña, J., Gerrikagoitia, J.K., Alzua-Sorzabal, A. (2015). Behaviour of Virtual Visitor Based on E-Shop and DMO Websites: A Comparative Study by Means of Data Mining Techniques. In: Tussyadiah, I., Inversini, A. (eds) Information and Communication Technologies in Tourism 2015. Springer, Cham. https://doi.org/10.1007/978-3-319-14343-9_8
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