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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    <subfield code="a">SUBMITTED: JULY 2018, REVISION SUBMITTED: DECEMBER 2018, ACCEPTED:  JANUARY 2019; REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019</subfield>
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    <subfield code="p">Journal of Tourism, Heritage &amp; Services Marketing</subfield>
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    <subfield code="a">Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki</subfield>
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    <subfield code="a">&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;</subfield>
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