April 15, 2019 Journal article Open Access

Eleni Mavragani; Paraskevi Nikolaidou; Efi Theodoraki

DCAT Export

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    <dct:title>Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki</dct:title>
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    <dcat:keyword>customer segmentation</dcat:keyword>
    <dcat:keyword>customer profiling</dcat:keyword>
    <dcat:keyword>digital marketing</dcat:keyword>
    <dcat:keyword>social media</dcat:keyword>
    <dcat:keyword>intercultural marketing</dcat:keyword>
    <dct:issued rdf:datatype="http://www.w3.org/2001/XMLSchema#date">2019-04-15</dct:issued>
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    <dct:description>&lt;p&gt;&lt;em&gt;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&amp;rsquo;s social media profiles (Instagram, Facebook, and Twitter), information about travelers&amp;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&lt;/em&gt;&lt;/p&gt;</dct:description>
    <dct:description>SUBMITTED: JULY 2018, REVISION SUBMITTED: DECEMBER 2018, ACCEPTED: JANUARY 2019; REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019</dct:description>
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