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

Eleni Mavragani; Paraskevi Nikolaidou; Efi Theodoraki


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    "description": "<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>", 
    "language": "eng", 
    "title": "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki", 
    "license": {
      "id": "CC-BY-4.0"
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    "journal": {
      "volume": "5", 
      "issue": "1", 
      "pages": "15-23", 
      "title": "Journal of Tourism, Heritage & Services Marketing"
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    "keywords": [
      "customer segmentation", 
      "customer profiling", 
      "digital marketing", 
      "social media", 
      "intercultural marketing"
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    "publication_date": "2019-04-15", 
    "creators": [
      {
        "affiliation": "International Hellenic University", 
        "name": "Eleni Mavragani"
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      {
        "affiliation": "International Hellenic University", 
        "name": "Paraskevi Nikolaidou"
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      {
        "affiliation": "International Hellenic University", 
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    "notes": "SUBMITTED: JULY 2018, REVISION SUBMITTED: DECEMBER 2018, ACCEPTED:  JANUARY 2019; REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019", 
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