PRINCIPAL COMPONENT ANALYSIS IN TOURISM MARKETING

The analysis methods of the interdependences are meant to give a meaning to a set of variables or to group variables in a certain way. This work includes analysis in principal components. In ACP (Analysis of Principal Components) I included nine variables. Starting from the nine variables I sought to identify three principal components (factors) that summarize most of the information held by these variables and simplify the process of interpretation of results. To achieve the ACP which is a multivariate analysis method of marketing data I worked with primary data collected through quantitative marketing research. [PUBLICATION ABSTRACT]