What is Cluster Selection

This study aims to explore the factors affecting destination choice for tourism travelers. For this purpose, a survey conducted in the İzmir province has been used to collect data as to what factors drive travelers to choose the İzmir destination. The survey contains demographic questions in addition to questions concerning the reasons for visiting İzmir. 10 multiple choice questions are used in the demographic and descriptive profile. Previous literature has been consulted in order to form 16 questions for the intent to visit İzmir. The questions on the reasons for visiting Izmir have been scaled as (1) does not influence my decision and (5) influence(s) my decision very much. Finally using cluster analysis technique, the visitors are separated into five clusters. A K-means clustering technique is applied by varying k from 2 to 10. The interpretations of the clusters are provided and shed light on the main intentions for the travelers. The cluster interpretations could be used in the area of tourism marketing. The chapter highlights the area of choosing the optimal number of clusters.