Volume 10 Issue 2 May 2012 Special Issue ENTER 10

Juho Pesonen
Centre for Tourism Studies, University of Eastern Finland


Segmentation can be regarded as one of the cornerstones of marketing. In online marketing importance of social media has been growing. In this study these two marketing aspects are combined by segmenting tourists according to social media channels they use. Social media users are segmented to nine segments using two-step cluster analysis. Also a segment of social media nonusers is found. These ten segments differ from each other in what social media services they use as well as their online information and buying behaviour and some socio-demographic factors. However, the method presented here is not very effective from practitioner’s point-of-view.

Keywords: Social Media; Segmentation; Information Search; e-Marketing

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