A survey of 404 Thai visitors in Phayao and Nan uses K-means clustering to identify motivation-based creative-tourism segments. The segments can guide community offerings, but they are sample-dependent planning tools rather than permanent labels for all travellers.
Key findings
- A survey of 404 Thai visitors in Phayao and Nan uses K-means clustering to identify motivation-based creative-tourism segments. The segments can guide community offerings, but they are sample-dependent planning tools rather than permanent labels for all travellers.
Why this matters globally
This work adds internationally comparable evidence in Social sciences and defines questions for replication in other populations or systems. Its global value lies in the evidence and transferable reasoning, not in a single impact score.
Thai researcher contribution
Thailand-linked authors and University of Phayao contribute to the research network behind this work. Thai participation is identified from bibliographic affiliations and should be checked against the author list and source article.
Limitations to consider
Association is not causation; confounding, selection and measurement error may explain part of the result.