10.5281/zenodo.2641011
https://zenodo.org/records/2641011
oai:zenodo.org:2641011
Eleni Mavragani
Eleni Mavragani
International Hellenic University
Paraskevi Nikolaidou
Paraskevi Nikolaidou
International Hellenic University
Efi Theodoraki
Efi Theodoraki
International Hellenic University
Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki
Zenodo
2019
customer segmentation
customer profiling
digital marketing
social media
intercultural marketing
2019-04-15
eng
2529-1947
10.5281/zenodo.2641010
Creative Commons Attribution 4.0 International
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
SUBMITTED: JULY 2018, REVISION SUBMITTED: DECEMBER 2018, ACCEPTED: JANUARY 2019; REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019