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

Eleni Mavragani, Paraskevi Nikolaidou and Efi Theodoraki

MPRA Paper from University Library of Munich, Germany

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.

Keywords: customer segmentation; customer profiling; digital marketing; social media; intercultural marketing (search for similar items in EconPapers)
JEL-codes: L83 M3 M31 Z1 (search for similar items in EconPapers)
Date: 2019-04-15
New Economics Papers: this item is included in nep-mkt, nep-pay and nep-tur
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (24)

Published in Journal of Tourism, Heritage & Services Marketing 1.5(2019): pp. 15-23

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:93526

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