Data mining is crucial for tour operators to make their business as beneficial as possible.

13th of June 2019 Data mining is a process which is used by companies to turn raw data into meaningful information. Anomalies, patterns and correlations are looked for within the data set to be able to predict outcomes. The four steps that data mining goes through are data collection, data cleaning, data analysis and data …

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The Four Relationship Phases in a Relationship Policy

Eline Foekema, 25 september 2016. Every company needs a relationship policy in order to be able to communicate as good as possible to its customers. The following article shows the four different phases in a relationship policy. Figure 1. Relationship policy per phase (Peelen, 1989) The first stage is the exploratory phase, in which the …

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Web-usage mining; a tool to optimize the customer experience

“The new generation of information systems provide a novel ways to identify the most relevant information, greater decision support, greater mobility and ultimately, greater enjoyment of the tourist experience” (Alzua, 2014). In the book ‘Customer Relationship Management’, web mining is defined as “searching and processing data on the internet” (Peelen, 2013). There are three types …

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Destination marketing organisations should implement a service design framework

The service design framework helps an organisation to (re)design a customer brand experience. It also provides an insight in the needs and wants of customers. This is important, because a customer expects to be understood by a company by offering the right service. A Destination Marketing Organisation (DMO) could implement such a framework by offering …

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A Destination Marketing Organization as a trustworthy platform

Deciding which destination to visit is a difficult choice in today’s world. One major factor in deciding on a holiday is the online experience. How easy is it to find information on this destination? How trustworthy is this information? Today, customers expect a quick and seamless visit to a website to tell them exactly what …

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