publication . Article . Other literature type . 2019

Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki

Mavragani, Eleni; Nikolaidou, Paraskevi; Theodoraki, Efi;
Open Access English
  • Published: 15 Apr 2019 Journal: Journal of Tourism, Heritage & Services Marketing (issn: 2529-1947, Copyright policy)
Abstract
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 SUBMITTED: JULY 2018, REVISION SUBMITTED: DECEMBER 2018, ACCEPTED: JANUARY 2019; REFEREED ANONYMOUSLY, ...
Subjects
free text keywords: customer segmentation, customer profiling, digital marketing, social media, intercultural marketing, Wirtschaft, Economics, customer segmentation; customer profiling; digital marketing; intercultural marketing, Marketing, Tourismus, Soziale Medien, interkulturelle Kommunikation, tourism, intercultural communication, 20400, 40200, 10900, Management. Industrial management, HD28-70, Marketing. Distribution of products, HF5410-5417.5, JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising, JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M31 - Marketing, JEL: Z - Other Special Topics/Z.Z3 - Tourism Economics/Z.Z3.Z33 - Marketing and Finance, [SHS.ECO]Humanities and Social Sciences/Economics and Finance, [SHS.GESTION]Humanities and Social Sciences/Business administration, ddc:330
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publication . Article . Other literature type . 2019

Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki

Mavragani, Eleni; Nikolaidou, Paraskevi; Theodoraki, Efi;