试论数据挖掘技术在旅游营销中的应用

本试从关联规则用于交叉营销、分类器和聚类用于市场细分两个方面探讨数据挖掘技术在旅游营销中的应用。     

‘Islands within Islands?’ The Maldivian resort,between segregation and integration

Abstract

The Maldives resort islands are a type of tourist enclave subject to a dual form of borderization. The islands have an external border that coincides with each island’s coastline and with the limits of the private property of the resort; this border regulates the movement of tourists and locals. The islands also have an internal border that separates the outer edge of the island from the inner edge. The outer edge, which is supposed to represent the perfect landscape of the ‘tropical island,’ houses all of the tourist facilities, while the interior contains the structures dedicated to the metabolic activities of the resort. The frontline staff members and the tourists share the ‘dreamscape’ of the outer edge, whereas the maintenance workers live in the secluded space inside the island, where they are typically hidden from the sight of tourists by high walls, and their movement is usually restricted from staff designated areas to their location of work. For maintenance workers, these spaces, necessarily limited due to the small size of the coral islands, risk becoming ‘islands within islands.’ Recently, the Maldivian government has begun to promote projects and initiatives in support of territorial integration between the resorts and communities of neighboring islands. Thus, the outer limits of the resort islands are, today, more porous. Their internal borders, in contrast, remain very difficult to cross.     

Selling bubbles at sea: pleasurable enclosure or unwanted confinement?

ABSTRACT

The insularity of super-sized cruise ships is simultaneously part of their appeal and a problem. Seagoing tourism enclaves offer a world of fantasy, consumption, familiarity, and diversion. However, problems encountered by passengers with respect to seasickness, boredom, and a sense of entrapment are noted within a range of publications. Selling the desirable aspects of cruise-ship enclosure co-exists with attempts to address the unease, discomfort, and uncertainty associated with bounded domains. These two currents, to use a nautical metaphor, characterize – or steer – the way in which shipboard experiences are sold to passengers. The concept of place marketing can be related to the thrust of the currents. Place marketing has been widely addressed in relation to urban and rural areas but not tourism enclaves such as cruise ships. The insular cruise-ship environment – a contained, consumption-driven place – is sold to (prospective) passengers in different ways. Those who study place marketing have yet to address dissimilar, but complementary, promotional messages (or currents) that are used to sell resort-style environments. Commercial imperatives explain the actions of cruise-ship companies with respect to selling the enclosed nature of their vessels, especially to North American consumers. The way in which place marketers manage place-based images – a response to intensified intercity or inter-town competition – mirrors the careful management of the promotion of shipboard spaces, often a response to intense competition within the cruise industry and part of initiatives designed to attract first-time passengers. This study addresses a research question: How are different but congruous promotional messages deployed as part of efforts to sell shipboard spaces?     

The Green Economy Research Centre – positioning geographical research in Aberdeen to address the challenges of green economy transitions

ABSTRACT

The necessity to address climate change has resulted in a widespread debate about the need for a transition to a ‘greener’ economy. How such an economy emerges, by what drivers and at what scale is a significant source of speculation amongst the geographical research community. In the context of longstanding contributions to environmental geography from scholars working at Aberdeen University, this paper outlines a novel research agenda for the Green Economy Research Centre (GERC). The contours of the green economy are examined in the context of economic sectors of food production, tourism, energy and the blue economy. Cross-cutting themes of green transitions, governance, people and place and ecosystem services inform our academic contribution to this evolving and controversial societal issue.