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Traveler segmentation through social media for intercultural marketing purposes: the case of Halkidiki
[Zeitschriftenartikel]
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... mehr
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.... weniger
Thesaurusschlagwörter
Tourismus; Marketing; Soziale Medien; interkulturelle Kommunikation
Klassifikation
Marketing
Freie Schlagwörter
customer segmentation; customer profiling; digital marketing; intercultural marketing
Sprache Dokument
Englisch
Publikationsjahr
2019
Seitenangabe
S. 15-23
Zeitschriftentitel
Journal of Tourism, Heritage & Services Marketing, 5 (2019) 1
DOI
https://doi.org/10.5281/zenodo.2641011
ISSN
2529-1947
Status
Veröffentlichungsversion; begutachtet (peer reviewed)
Lizenz
Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0