Relationships of Tourist Groups and Phuket Attractions from Online Reviews

This research aims to study the behavior of tourists traveling in attractions in Phuket. All data collected from the Tripadvisor website between 2010–2020. There were 190 Phuket attractions with the total of 76,183 reviews. The research constructs the Association Rule using the FP-Growth algorithm, with a minimum support of 0.01, confidence of 0.40, and a lift greater than 1. The results showed 20 relationship rules between the travelers and Phuket attractions. Most tourists who travel in Phuket are a group of tourists from Asia, Australia/Oceania and Europe respectively. These 3 groups of tourists prefer to travel in different tourist destinations such as Natural and Recreational. In addition, each group of tourists traveled during different months. As a result, Phuket has tourists all year round. Therefore, this research is useful to relevant officials or entrepreneurs in Phuket in order to be prepared for each group of tourists at different locations and at different time periods as efficiently as possible.