Travelers' use of social media: a clustering approach

Suzanne Amaro*, Paulo Duarte, Carla Henriques

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

201 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)1-15
Number of pages15
JournalAnnals of Tourism Research
Volume59
DOIs
Publication statusPublished - 1 Jul 2016
Externally publishedYes

Keywords

  • Cluster analysis
  • Market segmentation
  • Online content creators
  • Online content users
  • Travel social media

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