ASSOCIATION AND SEQUENCE RULES OF EVENTS IN AN INVESTMENT ANALYSIS OF AGROTOURISM FARMS

Abstract

The article presents an attempt to predict the course of development activity on agrotourism farms. A well-known marketing technique, market basket analysis, has been implemented whlch concems the interdependencies of investments undertaken by lndlvidual agrotourtsm farms. Due to the discovery of interdependencies between dlfferent features, rules can be created: if feature A accompanies a partlcular event tt may be expected that feature B will accompany thls event as well. in thls case, lnvestments made Jointly by agrotourism farms will be consldered in the order ln which they are made. Association analysis and sequence analysis were conducted with the SAS Enterprise Miner programme (2003). Associatlon analysis will help flnd out what investments have been implemented at individual farms simultaneously, while sequence analysis will allow identification of lnvest- ments consecutlvely implemented by farms measured at speclfic intervals. The analysis has been conducted using the example of the Świętokrzyskie Wojewόdztwo.