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Advisor(s)
Abstract(s)
The 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.
Description
Keywords
Market segmentation Online content creators Online content users Social media
Citation
Amaro, S., Duarte, P., Henriques, C. (2015). Segmenting Travelers Based on the Use of Travel Social Media. Proceedings og the International Interdisciplinary Business-Economics Advancement Conference (IIBA)