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Travelers’ use of social media: A clustering approach

Author

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  • Amaro, Suzanne
  • Duarte, Paulo
  • Henriques, Carla

Abstract

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.

Suggested Citation

  • Amaro, Suzanne & Duarte, Paulo & Henriques, Carla, 2016. "Travelers’ use of social media: A clustering approach," Annals of Tourism Research, Elsevier, vol. 59(C), pages 1-15.
  • Handle: RePEc:eee:anture:v:59:y:2016:i:c:p:1-15
    DOI: 10.1016/j.annals.2016.03.007
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    1. repec:eee:touman:v:32:y:2011:i:4:p:725-731 is not listed on IDEAS
    2. repec:eee:touman:v:31:y:2010:i:4:p:513-526 is not listed on IDEAS
    3. Sara Dolnicar & Friedrich Leisch, 2010. "Evaluation of structure and reproducibility of cluster solutions using the bootstrap," Marketing Letters, Springer, vol. 21(1), pages 83-101, March.
    4. repec:eee:touman:v:32:y:2011:i:6:p:1310-1323 is not listed on IDEAS
    5. Sung, Yung-Kun & Su, Ching-Shu & Chang, Wei-Chao, 2016. "The quality and value of Hualien’s Amis Harvest Festival," Annals of Tourism Research, Elsevier, vol. 56(C), pages 128-131.
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    1. repec:eee:proeco:v:191:y:2017:i:c:p:97-112 is not listed on IDEAS
    2. repec:eee:touman:v:65:y:2018:i:c:p:267-278 is not listed on IDEAS

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