Decision tree models for profiling ski resorts’ promotional and advertising strategies and the impact on sales
作者：
Highlights：
• We profile online and mobile technologies used by ski resorts on two segments.
• Segments include millennials and non-millennials (greater than 35).
• Decision tree models show that ski resorts use specific strategies for these segments.
• Findings reveal the impact that technologies and services have on resort sales.
• It is a novel use of decision trees to profile promotional and advertising strategies.
摘要
•We profile online and mobile technologies used by ski resorts on two segments.•Segments include millennials and non-millennials (greater than 35).•Decision tree models show that ski resorts use specific strategies for these segments.•Findings reveal the impact that technologies and services have on resort sales.•It is a novel use of decision trees to profile promotional and advertising strategies.
论文关键词：Data mining,Decision tree models,Promotions,Advertising,Ski resorts,Online and mobile technologies services
论文评审过程：Available online 9 May 2013.
论文官网地址：https://doi.org/10.1016/j.eswa.2013.05.017
