A COMPARISON BETWEEN SINGLE LINKAGE AND COMPLETE LINKAGE IN AGGLOMERATIVE HIERARCHICAL CLUSTER ANALYSIS FOR IDENTIFYING TOURISTS SEGMENTS

Abstract

Cluster Analysis is a multivariate method in statistics. Agglomerative Hierarchical Cluster Analysis is one of approaches in Cluster Analysis. There are two linkage methods in Agglomerative Hierarchical Cluster Analysis which are Single Linkage and Complete Linkage. The purpose of this study is to compare between Single Linkage and Complete Linkage in Agglomerative Hierarchical Cluster Analysis. The comparison of performances between these linkage methods was shown by using Kruskal-Wallis test. The result of the comparison used for segmenting tourists of Kapas Island. The statistical software SPSS has been applied to analyze data of this research. The result from Kruskal-Wallis test shows Complete Linkage is more useful in identifying tourists segments.

Keywords : Agglomerative Hierarchical Cluster Analysis, Single Linkage, Complete Linkage, Kruskal-Wallis test, tourists