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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<oai_dc:dc xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
  <dc:creator>Eleni Mavragani</dc:creator>
  <dc:creator>Paraskevi Nikolaidou</dc:creator>
  <dc:creator>Efi Theodoraki</dc:creator>
  <dc:date>2019-04-15</dc:date>
  <dc:description>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</dc:description>
  <dc:description>SUBMITTED: JULY 2018, REVISION SUBMITTED: DECEMBER 2018, ACCEPTED:  JANUARY 2019; REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019</dc:description>
  <dc:identifier>https://zenodo.org/record/2641011</dc:identifier>
  <dc:identifier>10.5281/zenodo.2641011</dc:identifier>
  <dc:identifier>oai:zenodo.org:2641011</dc:identifier>
  <dc:language>eng</dc:language>
  <dc:relation>issn:2529-1947</dc:relation>
  <dc:relation>doi:10.5281/zenodo.2641010</dc:relation>
  <dc:rights>info:eu-repo/semantics/openAccess</dc:rights>
  <dc:rights>https://creativecommons.org/licenses/by/4.0/legalcode</dc:rights>
  <dc:source>Journal of Tourism, Heritage &amp; Services Marketing 5(1) 15-23</dc:source>
  <dc:subject>customer segmentation</dc:subject>
  <dc:subject>customer profiling</dc:subject>
  <dc:subject>digital marketing</dc:subject>
  <dc:subject>social media</dc:subject>
  <dc:subject>intercultural marketing</dc:subject>
  <dc:title>Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki</dc:title>
  <dc:type>info:eu-repo/semantics/article</dc:type>
  <dc:type>publication-article</dc:type>
</oai_dc:dc>
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