Journal article Open Access

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

Eleni Mavragani; Paraskevi Nikolaidou; Efi Theodoraki


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{
  "publisher": "Zenodo", 
  "DOI": "10.5281/zenodo.2641011", 
  "container_title": "Journal of Tourism, Heritage & Services Marketing", 
  "language": "eng", 
  "title": "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki", 
  "issued": {
    "date-parts": [
      [
        2019, 
        4, 
        15
      ]
    ]
  }, 
  "abstract": "<p><em>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&rsquo;s social media profiles (Instagram, Facebook, and Twitter), information about travelers&rsquo; 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</em></p>", 
  "author": [
    {
      "family": "Eleni Mavragani"
    }, 
    {
      "family": "Paraskevi Nikolaidou"
    }, 
    {
      "family": "Efi Theodoraki"
    }
  ], 
  "page": "15-23", 
  "volume": "5", 
  "note": "SUBMITTED: JULY 2018, REVISION SUBMITTED: DECEMBER 2018, ACCEPTED:  JANUARY 2019; REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019", 
  "type": "article-journal", 
  "issue": "1", 
  "id": "2641011"
}
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