Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki
This paper aims to present a methodology for the segmentation of travelers by studying social media profiles and extracting information on their preferences and demographic traits. Through the study of the sample’s social media profiles (Instagram, Facebook, and Twitter), information about travelers...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
International Hellenic University
2019-04-01
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| Series: | Journal of Tourism, Heritage & Services Marketing |
| Subjects: | |
| Online Access: | http://jthsm.gr/vol5iss1/5-1-3.pdf |
| _version_ | 1818789970552291328 |
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| author | Eleni Mavragani Paraskevi Nikolaidou Efi Theodoraki |
| author_facet | Eleni Mavragani Paraskevi Nikolaidou Efi Theodoraki |
| author_sort | Eleni Mavragani |
| collection | DOAJ |
| description | This paper aims to present a methodology for the segmentation of travelers by studying social media profiles and extracting information on their preferences and demographic traits. Through the study of the sample’s social media profiles (Instagram, Facebook, and Twitter), information about travelers’ demographics and preferences are combined for the segmentation of the tourists visiting a Greek region. From the analysis of the data, 10 preference-based segments occur, while the cultural-based division corresponds to the main national groups visiting the region. |
| first_indexed | 2024-12-18T14:48:01Z |
| format | Article |
| id | doaj.art-8c81b8f75bc24af79963a403b991bc21 |
| institution | Directory Open Access Journal |
| issn | 2529-1947 |
| language | English |
| last_indexed | 2024-12-18T14:48:01Z |
| publishDate | 2019-04-01 |
| publisher | International Hellenic University |
| record_format | Article |
| series | Journal of Tourism, Heritage & Services Marketing |
| spelling | doaj.art-8c81b8f75bc24af79963a403b991bc212022-12-21T21:04:15ZengInternational Hellenic UniversityJournal of Tourism, Heritage & Services Marketing2529-19472019-04-0151152310.5281/zenodo.2641011Traveler segmentation through Social Media for intercultural marketing purposes: The case of HalkidikiEleni Mavragani0Paraskevi Nikolaidou1Efi Theodoraki2International Hellenic UniversityInternational Hellenic UniversityInternational Hellenic UniversityThis paper aims to present a methodology for the segmentation of travelers by studying social media profiles and extracting information on their preferences and demographic traits. Through the study of the sample’s social media profiles (Instagram, Facebook, and Twitter), information about travelers’ demographics and preferences are combined for the segmentation of the tourists visiting a Greek region. From the analysis of the data, 10 preference-based segments occur, while the cultural-based division corresponds to the main national groups visiting the region.http://jthsm.gr/vol5iss1/5-1-3.pdfcustomer segmentationcustomer profilingdigital marketingsocial mediaintercultural marketing |
| spellingShingle | Eleni Mavragani Paraskevi Nikolaidou Efi Theodoraki Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki Journal of Tourism, Heritage & Services Marketing customer segmentation customer profiling digital marketing social media intercultural marketing |
| title | Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki |
| title_full | Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki |
| title_fullStr | Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki |
| title_full_unstemmed | Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki |
| title_short | Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki |
| title_sort | traveler segmentation through social media for intercultural marketing purposes the case of halkidiki |
| topic | customer segmentation customer profiling digital marketing social media intercultural marketing |
| url | http://jthsm.gr/vol5iss1/5-1-3.pdf |
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