Segmenting cruise passengers based on their spatio-temporal similarity : an approach utilising dynamic time warping

Abstract: The present thesis utilises dynamic time warping and cluster analysis with the aim of discovering different touristic profiles. GPS data of cruise passengers intra-destination movement at the destination of Visby, Gotland, was used in the analysis. Further stop detection was performed so as to compare stop activity and stop allocation between the clusters. Four tourist profiles were derived by juxtaposing the category of attractions/areas where high stop densities were found, with the spatial dispersal of stop activity, denoted as either exhibiting a concentrated or exploring pattern. Some key influencers of tourists' spatio-temporal behaviour were also identified. These included whether the cruise passengers appeared to have taken some mode of transportation upon their on-shore visit, whether the area was dense in activities/facilities oriented towards tourists and the time spent at the destination. The contribution of this thesis is twofold. First this thesis contributes to previous research by developing and testing a methodological approach utilising dynamic time warping to investigate cruise passengers' spatio-temporal behaviour at a destination. Second, the results of the thesis may aid destination managers in finding tools and strategies that are tailored after the unique opportunities and challenges posed by different tourist profiles.