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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  <identifier identifierType="DOI">10.5281/zenodo.2641011</identifier>
  <creators>
    <creator>
      <creatorName>Eleni Mavragani</creatorName>
      <affiliation>International Hellenic University</affiliation>
    </creator>
    <creator>
      <creatorName>Paraskevi Nikolaidou</creatorName>
      <affiliation>International Hellenic University</affiliation>
    </creator>
    <creator>
      <creatorName>Efi Theodoraki</creatorName>
      <affiliation>International Hellenic University</affiliation>
    </creator>
  </creators>
  <titles>
    <title>Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2019</publicationYear>
  <subjects>
    <subject>customer segmentation</subject>
    <subject>customer profiling</subject>
    <subject>digital marketing</subject>
    <subject>social media</subject>
    <subject>intercultural marketing</subject>
  </subjects>
  <dates>
    <date dateType="Issued">2019-04-15</date>
  </dates>
  <language>en</language>
  <resourceType resourceTypeGeneral="Text">Journal article</resourceType>
  <alternateIdentifiers>
    <alternateIdentifier alternateIdentifierType="url">https://zenodo.org/record/2641011</alternateIdentifier>
  </alternateIdentifiers>
  <relatedIdentifiers>
    <relatedIdentifier relatedIdentifierType="ISSN" relationType="IsPartOf">2529-1947</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.5281/zenodo.2641010</relatedIdentifier>
  </relatedIdentifiers>
  <rightsList>
    <rights rightsURI="http://creativecommons.org/licenses/by/4.0/legalcode">Creative Commons Attribution 4.0 International</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
  </rightsList>
  <descriptions>
    <description descriptionType="Abstract">&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;</description>
    <description descriptionType="Other">SUBMITTED: JULY 2018, REVISION SUBMITTED: DECEMBER 2018, ACCEPTED:  JANUARY 2019; REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019</description>
  </descriptions>
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