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Azilah Kasim,Naiyana Ngowsiri 한국관광학회 2011 International Journal of Tourism Sciences Vol.11 No.3
Correspondence analysis (CA) is a multivariate statistical technique that applies to categorical rather than continuous data. It can be rather useful to explore the relationship between variables in a contingency table because it provides a graphic representation of those relationships. This paper uses correspondence analysis technique to identify the best target market for Yor Island, a tourism destination that has to compete with six other destinations in the same region for its primary market i.e. the domestic tourists. Using data from a survey of 400 randomly selected respondents, the analysis have shown that Yor Island should focus on single or married government servants and middle income between the ages of 25-34 years old. However, the analysis findings must ideally be strengthened with information on sources of information and media preferences to be effective.