Travelers’ use of social media: A clustering approach

Detalhes bibliográficos
Autor(a) principal: Amaro, Suzanne
Data de Publicação: 2016
Outros Autores: Duarte, Paulo, Henriques, Carla
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.19/3549
Resumo: 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.
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spelling Travelers’ use of social media: A clustering approachCluster analysisMarket segmentationTravel social mediaOnline content creatorsOnline content usersResearch 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.ElsevierRepositório Científico do Instituto Politécnico de ViseuAmaro, SuzanneDuarte, PauloHenriques, Carla2016-12-21T13:42:59Z20162016-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.19/3549engAmaro, 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.2016.03.0070160-738310.1016/j.annals.2016.03.007metadata only accessinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-01-16T15:26:53Zoai:repositorio.ipv.pt:10400.19/3549Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:42:35.282883Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Travelers’ use of social media: A clustering approach
title Travelers’ use of social media: A clustering approach
spellingShingle Travelers’ use of social media: A clustering approach
Amaro, Suzanne
Cluster analysis
Market segmentation
Travel social media
Online content creators
Online content users
title_short Travelers’ use of social media: A clustering approach
title_full Travelers’ use of social media: A clustering approach
title_fullStr Travelers’ use of social media: A clustering approach
title_full_unstemmed Travelers’ use of social media: A clustering approach
title_sort Travelers’ use of social media: A clustering approach
author Amaro, Suzanne
author_facet Amaro, Suzanne
Duarte, Paulo
Henriques, Carla
author_role author
author2 Duarte, Paulo
Henriques, Carla
author2_role author
author
dc.contributor.none.fl_str_mv Repositório Científico do Instituto Politécnico de Viseu
dc.contributor.author.fl_str_mv Amaro, Suzanne
Duarte, Paulo
Henriques, Carla
dc.subject.por.fl_str_mv Cluster analysis
Market segmentation
Travel social media
Online content creators
Online content users
topic Cluster analysis
Market segmentation
Travel social media
Online content creators
Online content users
description 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.
publishDate 2016
dc.date.none.fl_str_mv 2016-12-21T13:42:59Z
2016
2016-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.19/3549
url http://hdl.handle.net/10400.19/3549
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 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
0160-7383
10.1016/j.annals.2016.03.007
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dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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