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

Mavragani, Eleni and Nikolaidou, Paraskevi and Theodoraki, Efi (2019): Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki. Published in: Journal of Tourism, Heritage & Services Marketing , Vol. 5, No. 1 (15 April 2019): pp. 15-23.

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.

• Item Type: MPRA Paper
• Language: English
• Keywords: customer segmentation; customer profiling; digital marketing; social media; intercultural marketing
• Subjects: L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports ; Gambling ; Restaurants ; Recreation ; Tourism; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; Z - Other Special Topics > Z1 - Cultural Economics ; Economic Sociology ; Economic Anthropology

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