Tourism Purchase Behavior of Taiwanese Tourists to Mainland China's –An Exploration on Cluster Analysis

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Huang Tung-Cheng


Cluster analysis is a method in data processing. It can be applied to marketing in many aspects in practice, providing a scientific and reasonable method for the formulation of marketing strategies. Based on the essence of the cluster analysis method, this study has a new exploration, and explores the some factors of Taiwan tourists' demands, involvement, motivation and Intention. The impact of travel purchase behavior. This study intends to explore the cluster analysis method from the mutual influence of each variable, and analyze the influence of each factor on the purchase behavior in the specific application of consumer behavior in marketing the goal is to make the tourism marketing theory of this paper more perfect.

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