Applying Clustering Technique and Association Rule to Exploit Data of Customers Using Hotel Services

- Nowadays, tourism industry, especially hospitality business has been developing strongly. Customer information saved in hotels contains much valuable knowledge. However, this data has not been exploited thoroughly. Meanwhile, the hospitality business managers are yearning for being supported in customer service to make optimal policies on hotel management from the knowledge if the data has been exploited and used effectively. This paper focuses on studying clustering technique and association rule in data exploitation to analyse customer data in hotels to help the managers understand customer characteristics and make better decisions in business. Based on the knowledge discovered, the research group also builds an interface on a web platform to help users use that knowledge for analysing data of customers using hotels service