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Advisor(s)
Abstract(s)
Research regarding the use of social media among travelers has mainly focused on its impact on travelers’ travel planning process and there is consensus that travel decisions are highly influenced by social media. 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, 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.
Description
Keywords
Cluster analysis Market segmentation Travel social media Online content creators Online content users
Pedagogical Context
Citation
Amaro, S., Duarte, P., & Henriques, C. (2016). Travelers’ use of social media: A clustering approach. Annals of Tourism Research, 59, 1–15. https://doi.org/10.1016/j.annals.2016.03.007
Publisher
Elsevier