Travelers' use of social media: A clustering approach

被引：160

作者：

Amaro, Suzanne ^{[1
]}

Duarte, Paulo ^{[2
]}

Henriques, Carla ^{[1
]}

机构：

[1] Polytech Inst Viseu, Viseu, Portugal

[2] Beira Interior Univ, Covilha, Portugal

来源：

ANNALS OF TOURISM RESEARCH | 2016年 / 59卷

关键词：

Cluster analysis; Market segmentation; Online content creators; Online content users; Travel social media; CONSUMER-GENERATED MEDIA; TOURISM; INVOLVEMENT; HOSPITALITY; IMPACT; PERSONALITY; INTENTION; RISK;

D O I：

10.1016/j.annals.2016.03.007

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2016 Elsevier Ltd. All rights reserved.

引用

页码：1 / 15

页数：15

共 66 条

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