ESTGV - DMAT - Documentos de congressos (comunicações, posters, actas)
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Browsing ESTGV - DMAT - Documentos de congressos (comunicações, posters, actas) by Author "Amaro, Suzanne"
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- Comparing Millennials With Their Predecessors Regarding Online Travel Behaviours: A Logistical Regression Modelling ApproachPublication . Amaro, Suzanne; Henriques, Carla; Duarte, PauloMillennials, also known as Generation Y, are characterized by their use of technology, which is an integral part of their lives. Research has shown that they are different from earlier generations regarding their behaviours and attitudes. This article investigates and compares the behavior of Millennials with those of previous generations using data collected among 1,732 Worldwide Internet users. In order to understand what differentiates Millennials, this study considers several characteristics related with the way travelers use and perceive online resources to exchange information and buy travel products. Logistic Regression was applied to identify which factors independently discriminate between the two groups and the area under the receiver operator characteristic (ROC) curve, known as AUC, was used to assess the discriminative ability of the model. To select the variables to be considered in the multivariate logistic regression modelling stage, a univariate comparison was conducted. All significant variables were included in the multivariate analysis, significant being measured as having a p-value<0.05. Furthermore, because some non-significant variables may constitute an important contribution in the presence of other variables, all variables with p-value<0.1 were also considered for inclusion in the regression model. Forward step analysis was then used to find the final model, identifying a set of variables that independently contribute to differentiate the two groups. A distribution-free approach which aims to find the best linear combination that maximizes the AUC was also applied. The study found that, when compared with their predecessors, Millennials are more involved with travel social media and have a higher estimation to purchase travel online. Millennials behaviours may be an indication of the way people will behave in the future (Bolton et al., 2013). Therefore, it is crucial that Marketers and retailers better understand this young generation. This study provides useful insights, with indications of which factors matters most to Millennials in the online travel domain.
- Segmenting Travelers Based on the Use of Travel Social MediaPublication . Amaro, Suzanne; Duarte, Paulo; Henriques, CarlaThe popularity of social media among travelers has been highly recognized by research addressing this issue. Research has mainly focused on the role and impact of social media on travelers’ travel planning process and there is consensus that travel decisions are highly influenced by social media websites. Yet, little attention has been paid to the differences among travelers regarding their use of social media for travel purposes. Based on the use of travel social media websites, cluster analysis was employed to identify different segments among travelers. Furthermore, the study profiles the clusters based on demographic and other travel related characteristics. The findings of this study are important to online marketers to better understand traveler’s use of social media and their characteristics, in order to adapt online marketing strategies according to the profile of each segment. Given the popularity of social media among travelers, it is imperative that researchers and practitioners continue to deeper the understanding of social media users. The study provides practical and theoretical contributions. Future research is also suggested in order to further develop the contributions and take in account the limitations of this study.
- A utilização dos Mídia Social para efeitos de viagem: Uma abordagem a partir da análise de agrupamentoPublication . Henriques, Carla; Amaro, Suzanne; Duarte, PauloAs decisões tomadas no processo de compra de viagens são cada vez mais influenciadas pelos mídia social. Deste modo, é crucial que as empresas turísticas conheçam os seus potenciais clientes quanto ao seu perfil de uso de mídia social, por forma a adaptarem as suas estratégias. Neste trabalho, recorrendo a técnicas de análise de agrupamento, identificam-se cinco segmentos entre os viajantes, tendo em conta a sua utilização dos mídia social para efeitos de viagens.