| Summary: | 碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 94 === Given the two-day weekend and improvement in the spending, peoples’ leisure time has rapid growth, and make the tourism profound thrive. In order to achieve competitively sustainability in the marketplace, many businesses are launching extensive effort on the segment of their customers and relying heavily on their niche market. Thus, the call to shed the light of customer preference, has become the emergent thing for the traveler agencies to do business in the marketing setting.
The main purpose of this study was twofold. First, it analyzed people, in terms of a variety of characters, of the leisure activities preference of sea-front in Yunlin, Chiayi, and Tainan areas. Second, it adopted the formal concept analysis (FCA) to elicit the preference on leisure activities, including land activities, sea-front and land activities, sandy beach and tidal flat activities, water activities, and airspace activities.
There are six research processes in this study. First, it analyzed the original data by screening the missing value. Second, it reduced the number of attributes by adopting factor analysis, and to serve as formal concept attributes. Third, it determined every tourist preference on a variety of activities. Fourth, it combined the “personal traveling average expense per time” and “usually lodged at what kind of room type” for the clustering purpose. Fifth, it generated each group’s formal context and concept lattice by formal concept analysis. Finally, it compared the feature of attributes associated with formal concept analysis and statistics methods in terms of T-test or ANOVA.
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