A Clustering Model for Knowledge Discovery of Tourist Satisfaction: The Case of Canton Ancient Xiaozhou Village

摘要

Xiaozhou Village is an Ancient village with over one thousand years of history. It is located in Haizhu District of Guangzhou (Canton), which is the third largest city in China. The Xiaozhou Village is surrounded with many small streams while the village is also famous for its delicious fruit. Many tourists come to Xiaozhou Village for visiting its unique old buildings, taking a leisure tour in the fruit gardens, and trying its unique snack. In the last few years, some artists came to stay in Xiaozhou Village and set up some arts and music studios. Later, many arts students also stayed here for studying with their teachers. A special arts zone takes shape within the Xiaozhou Village where some arts fans also come here for visiting. In this paper, we investigate the tourist satisfaction of Xiaozhou Village by taking field trips and survey. Based on the survey samples, a clustering model is built by classifying the tourists into two groups, one is satisfied customers while the others are unsatisfied customers. The survey and the model results suggested that 72.5% of tourists are satisfied with the current tourism facilities and service levels in Xiaozhou Village. Tourists by gender, age and income groups may have different degree of satisfaction levels. These results can help Xiaozhou Village to improve the service levels and marketing strategies, making it as a favorable tourism destination for domestic and foreign visitors.