Cloud-oriented direct marketing service model: A case study on a tourist hotel

Jen Ying Shih*

*此作品的通信作者

研究成果: 書貢獻/報告類型會議論文篇章

摘要

To recover from the global financial crisis in 2008 and awareness of leisure consumption and environmental protection, many countries had devoted to develop their tourism industries to enhance their GDP. Based on the global trend and increasing importance of the service sector in Taiwan (nearly 70% of GDP and 60% of the employed population), Taiwan's government identified "tourism industry" as one of the six important emerging industries which it would focus substantial resources on since 2009. To enhance the region's economy and develop the tourism industry, it is important to obtain important decision data of tourist hotels for increasing revenue. In recent years, with the progress of cloud technology, cloud-oriented service may be considered as one of the solutions for efficiently obtaining decision information. Therefore, the purpose of this research is to propose a cloud-oriented service framework for a tourist hotel to acquire new customers by formulating a strategic alliance with a virtual retailer. This research adopts data mining approaches on developing response prediction models for direct marketing of the case hotel. The result shows that the ensemble model developed by logistic regression, neural networks and CART decision trees in this case study has the best performance and could be used to help the case hotel acquire new customers efficiently.

原文英語
主出版物標題2017 International Conference on E-Business and Internet, ICEBI 2017
發行者Association for Computing Machinery
頁面17-21
頁數5
ISBN(電子)9781450352086
DOIs
出版狀態已發佈 - 2017 五月 25
事件2017 International Conference on E-Business and Internet, ICEBI 2017 - Taichung, 臺灣
持續時間: 2017 五月 252017 五月 27

出版系列

名字ACM International Conference Proceeding Series
Part F128637

會議

會議2017 International Conference on E-Business and Internet, ICEBI 2017
國家/地區臺灣
城市Taichung
期間2017/05/252017/05/27

ASJC Scopus subject areas

  • 軟體
  • 人機介面
  • 電腦視覺和模式識別
  • 電腦網路與通信

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