Analysis of International Tourist Visits Based on Nationality and Tourism Travel Characteristics Using Complete Linkage

Abstract. This research aims to analyze the characteristics of international tourists in Indonesia using Clustering Method: Complete Linkage. The study successfully identified 5 distinct clusters based on nationality and tourism travel characteristics. The analysis showed significant differences between clusters in terms of country of origin, travel patterns, preferences, expenditure, and tourist activities. Cluster 1 was dominated by ASEAN and Middle Eastern countries with stable visitation patterns influenced by geographical proximity and cultural and business relationships. Cluster 2 was the largest group, encompassing various countries with holiday and business tourism characteristics, longer stays, and higher expenditure. Clusters 3, 4, and 5 each consisted of a single country: Timor Leste, Hong Kong, and Papua New Guinea respectively, with unique visitation patterns. Each cluster showed differences in travel purposes, length of stay, expenditure, and activities of interest. A deep understanding of each tourist group’s characteristics was crucial for developing more targeted tourism marketing strategies. The clustering results could be utilized for infrastructure planning, resource allocation, promotional strategies, and service improvements tailored to each group’s characteristics, thereby enhancing tourist experiences and Indonesia’s overall tourism competitiveness.