Vol. 5, Iss. 1, 2019

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

Eleni Mavragani, International Hellenic University, Greece, Paraskevi Nikolaidou, International Hellenic University, Greece, Efi Theodoraki, International Hellenic University, Greece
Published online: 15 April 2019, JTHSM, 5(1), pp. 15-23.

URN: urn:nbn:de:0168-ssoar-66386-72, DOI: 10.5281/zenodo.2641011

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Abstract: 

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.

Keywords: 

Customer segmentation, customer profiling, digital marketing, social media, intercultural marketing

JEL Classification: 

M3, M31, Z33