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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{
  "inLanguage": {
    "alternateName": "eng", 
    "@type": "Language", 
    "name": "English"
  }, 
  "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>", 
  "license": "http://creativecommons.org/licenses/by/4.0/legalcode", 
  "creator": [
    {
      "affiliation": "International Hellenic University", 
      "@type": "Person", 
      "name": "Eleni Mavragani"
    }, 
    {
      "affiliation": "International Hellenic University", 
      "@type": "Person", 
      "name": "Paraskevi Nikolaidou"
    }, 
    {
      "affiliation": "International Hellenic University", 
      "@type": "Person", 
      "name": "Efi Theodoraki"
    }
  ], 
  "headline": "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki", 
  "image": "https://zenodo.org/static/img/logos/zenodo-gradient-round.svg", 
  "datePublished": "2019-04-15", 
  "url": "https://zenodo.org/record/2641011", 
  "keywords": [
    "customer segmentation", 
    "customer profiling", 
    "digital marketing", 
    "social media", 
    "intercultural marketing"
  ], 
  "@context": "https://schema.org/", 
  "identifier": "https://doi.org/10.5281/zenodo.2641011", 
  "@id": "https://doi.org/10.5281/zenodo.2641011", 
  "@type": "ScholarlyArticle", 
  "name": "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki"
}
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