SEM and K-means Analysis of the Perceived Value Factors and Clustering Features of Marine Film-induced Tourists: A Case Study of Tourists to Taipei

This paper used structural equation model to integrate factors of consumers' perceived value and industrial support into a holistic framework for analyzing Marine film-induced tourism. It conducted an in-depth analysis of factors that affect consumers' perception of the Marine film-induced tourism. After extracting five factors, the paper took them as a basis to classify consumers of Marine film-induced tourism, in which K-means clustering was applied. The research showed that the consumption groups of Marine film-induced tourism could be divided into four types: enthusiastic supporters, rational supporters, contradictory supporters and indifferent supporters. It was concluded that the practical value brought by the development of Marine film-induced tourism had most influence on consumers' judgement; all kinds of consumers were positive about the development of Marine film-induced tourism among the consumer groups. Compared with film and television practitioners, the tourism practitioners were more willing to see the combination of film and television industry.