Mining tourist imagery to construct destination image position model

This study presents a position model for evaluating the image of tourists a destination. The evaluation is based on secondary data from 1999 through 2004, using a database composed of 20,023 respondents. Data are analyzed using the K-Means data mining method. Analytical results indicate that the destination image position (DIP) model is established, and four groups of visitor are identified. This study provides valuable information for tourism planners and marketing professionals attempting to develop offers that are well adapted to the needs of their target markets.