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Segmenting Travelers Based on the Use of Travel Social Media

2015Journal article Open access
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dc.contributor.authorAmaro, Suzanne
dc.contributor.authorDuarte, Paulo
dc.contributor.authorHenriques, Carla
dc.date.accessioned2017-11-03T16:09:08Z
dc.date.available2017-11-03T16:09:08Z
dc.date.issued2015
dc.description.abstractThe 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationAmaro, 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)pt_PT
dc.identifier.issn2372-5885
dc.identifier.urihttp://hdl.handle.net/10400.19/4696
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.relation.publisherversionhttp://floridamarch2015.iibaconference.org/wp-content/uploads/3rd_IIBA_Conference_Proceedings_Florida_March_2015.pdfpt_PT
dc.subjectMarket segmentationpt_PT
dc.subjectOnline content creatorspt_PT
dc.subjectOnline content userspt_PT
dc.subjectSocial mediapt_PT
dc.titleSegmenting Travelers Based on the Use of Travel Social Mediapt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlaceFlorida, USApt_PT
oaire.citation.endPage35pt_PT
oaire.citation.startPage22pt_PT
oaire.citation.titleProceedings og the International Interdisciplinary Business-Economics Advancement Conference (IIBA)pt_PT
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT

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