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

Author

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  • Mavragani, Eleni
  • Nikolaidou, Paraskevi
  • Theodoraki, Efi

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.

Suggested Citation

  • Mavragani, Eleni & Nikolaidou, Paraskevi & Theodoraki, Efi, 2019. "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki," MPRA Paper 93526, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:93526
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    References listed on IDEAS

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    Citations

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    Cited by:

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    3. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    4. Johnson, Catherine & McLaughlin, James, 2020. "Tourism branding and promotion: A critical approach," MPRA Paper 100706, University Library of Munich, Germany.
    5. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," MPRA Paper 98793, University Library of Munich, Germany.
    6. Nechoud, Lamia & Ghidouche, Faouzi & Seraphin, Hugues, 2021. "The influence of eWOM credibility on visit intention: An integrative moderated mediation model," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 54-63.
    7. Bonarou, Christina, 2021. "The poetics of travel through unravelling visual representations on postcards: A critical semiotics analysis," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 44-53.
    8. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," EconStor Conference Papers 215794, ZBW - Leibniz Information Centre for Economics.
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    11. Mugobi, Thereza & Mlozi, Shogo, 2021. "The impact of external factors on ICT usage practices at UNESCO World Heritage Sites," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 3-12.
    12. Sánchez-Amboage, Eva & Castellanos-García, Pablo & Crespo-Pereira, Verónica, 2024. "Traveler segmentation through Instagram Fashion Influencers. Mirror Tourist as a new segment consumer group," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    13. Caiwei Ma & Norman Au & Lianping Ren, 0. "Biased minds experience improved decision-making speed and confidence on social media: a heuristic approach," Information Technology & Tourism, Springer, vol. 0, pages 1-32.
    14. Longman, John & Williams, Timothy, 2020. "Tourism destination branding through advertising strategies," MPRA Paper 99367, University Library of Munich, Germany.
    15. Kankam-Kwarteng, Collins & Osman, Barbara & Acheampong, Stephen, 2020. "Performance of restaurants: Recognizing competitive intensity and differentiation strategies," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(3), pages 25-34.
    16. Caiwei Ma & Norman Au & Lianping Ren, 2020. "Biased minds experience improved decision-making speed and confidence on social media: a heuristic approach," Information Technology & Tourism, Springer, vol. 22(4), pages 593-624, December.
    17. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.
    18. Aureli, Selena & Del Baldo, Mara, 2019. "The changing role of convention bureaus: An analysis of business models currently adopted by privately owned CBS," MPRA Paper 93996, University Library of Munich, Germany.
    19. Diunugala, Hemantha Premakumara & Mombeuil, Claudel, 2020. "Modeling and predicting foreign tourist arrivals to Sri Lanka: A comparison of three different methods," MPRA Paper 103779, University Library of Munich, Germany.
    20. Giannopoulos, Antonios & Skourtis, George & Kalliga, Alexandra & Dontas-Chrysis, Dimitrios-Michail & Paschalidis, Dimitrios, 2020. "Co-creating high-value hospitality services in the tourism ecosystem: Towards a paradigm shift?," MPRA Paper 100670, University Library of Munich, Germany.
    21. Giannopoulos, Antonios & Skourtis, George & Kalliga, Alexandra & Dontas-Chrysis, Dimitrios-Michail & Paschalidis, Dimitrios, 2020. "Co-creating high-value hospitality services in the tourism ecosystem: Towards a paradigm shift?," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 3-11.
    22. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," MPRA Paper 93898, University Library of Munich, Germany.

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    More about this item

    Keywords

    customer segmentation; customer profiling; digital marketing; social media; intercultural marketing;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z1 - Other Special Topics - - Cultural Economics

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