Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki
Journal Title: Journal of Tourism, Heritage & Services Marketing - Year 2019, Vol 5, Issue 1
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.
Authors and Affiliations
Eleni Mavragani, Paraskevi Nikolaidou, Efi Theodoraki
Keywords
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- EP ID EP546362
- DOI 10.5281/zenodo.2641011
- Views 95
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