Using Decision Tree Technique to Classify Lodging Features for Service Selection by Thai Tourists in Udon Thani Province
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Abstract
The purpose of this study was to categorize the types of lodging features that tourists choose in Udon Thani province. The study employed a data mining approach called the regression tree to gather data from 385 respondents, with the sample group determined by a specific formula. The results indicate that the model is a good fit, as evidenced by its low prediction error (MSE = 0.245, RMSE = 0.495, MAE = 0.325). The findings suggest that tourists select accommodations based on physical attributes and marketing promotion elements. The insights from this study could be valuable for crafting future marketing strategies tailored to customer preferences.
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References
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