Application of Data Mining Techniques in On-line Travel Industry: a Case Study from Thailand

Purpose:The paper presents the process of segmenting an organization’s customers through a process of K-mean clustering and subsequent expert judgment. Methodology/Approach: The paper adopts a case study methodology Findings:The case study illustrates the use of data mining techniques in segmenting and profiling of customers by a travel intermediary in Thailand. Research limitations/implications: Having adopted a case study methodology, the paper limits it inferences to a single organization. Practical implications: the case study suggests a practical methodology that can be used in similar instances. The methodology incorporates both a qualitative phase, followed by a quantitative phase and can easily be applied in similar situations.