Hierarchical Cluster Approach to Identify High-End Chinese Tourist Behavior: A Case Study in Phuket, Thailand

This study investigates the service touch points most influential to high-end Chinese tourists staying at five-star hotels in Phuket, Thailand, by segmenting them into distinct clusters based on their behaviors and preferences. Utilizing a quantitative research approach, the study employs descriptive statistics and hierarchical cluster analysis as the primary method of data analysis, supported by a structured questionnaire. The research identifies three clusters—Emerging Affluents, Urbanized Elites, and Established Opulence—each with unique demographic profiles in average monthly income and city of residence, as well as behavior, namely, source of search information, lead-time, preferred cancellation policies, expectations regarding hotel facilities, and conspicuous consumption activities.