“…A number of studies published in the leading tourism and hospitality journals have applied the combination of hierarchical and non-hierarchical to select the optimum cluster solution (e.g. Bigné & Andreu, 2004;Biran, Poria, & Oren, 2011;Chen et al, 2013;Harrill, Uysal, Cardon, Vong, & Dioko, 2011;Mueller & Kaufmann, 2001;Park, Lee, Choi, & Yoon, 2012;Rid et al, 2014;Tan & Lo, 2008). First, a hierarchical cluster analysis was used to determine the optimum number of clusters.…”