Comparison of Cross-tour Traveling Service Satisfaction: A Correspondence-cluster Graphical Representation of Doubled Data Matrix

Abstract

The correspondence analysis and correspondence cluster analysis are useful and can be more clear and practical in the field of travel satisfaction research for the case of categorical criteria values. We demonstrate this claim by performing three tasks: (1) to transform the Likert scaling data matrix to binary data matrix, then double the binary data matrix, (2) the complementary use of correspondence analysis and (3) correspondence cluster analysis will be performed on the doubled binary data matrix. A simultaneous graphical representation of the relationship between multi-tour and service quality can be obtained. This diagram, the correspondence cluster dendrogram, is helpful to the decision maker in understanding the competitive advantage of different tours and in improving their travel service quality.