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ENTER 2012 Research Track Slide Number 1
Social media channel segmentation of tourists
Juho Pesonen
Centre for Tourism Studies,
University of Eastern Finland
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ENTER 2012 Research Track Slide Number 2
Agenda
• Introduction
• Background of the study
– Research questions
• Data and methods
• Results
• Conclusions and limitations
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ENTER 2012 Research Track Slide Number 3
Introduction
• Importance and popularity of social media in tourism research.
• Important role in travel information search.• Segmentation as a cornerstone of marketing
– Finding groups of customers that behave in a similar way
• Information channels have been used to validate segments in earlier research
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ENTER 2012 Research Track Slide Number 4
Earlier research• Fodness & Murray (1997): importance of
understanding information search behavior.– Segmentation and social media in tourism?– Bonn et al. (1999) internet users and non-users.– Correa et al. (2010) relationship between users’
personality and social media.– Consumer reviews, online buying behavior and
socio-demographics.– Plethora of different social media services.
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ENTER 2012 Research Track Slide Number 5
Research questions
• What kind of social media user and non-user segments can be found among online tourists?
• How segments differ regarding their online buying behaviour?
• What segments are most important for spreading electronic word of mouth?
• What kind of differences there are between segments in socio-demographic profiles?
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ENTER 2012 Research Track Slide Number 6
Data and methods• Online survey with 1515 usable responses
from largest Finnish rural tourism website.– Users were asked to choose the social media
services they had used during past 7 days.– Also online buying behavior and how often
respondents write reviews online were measured.
– Three step data analysis: users and non-users, segmenting users with TwoStep cluster analysis and comparing segments using ANOVA and chi-square
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ENTER 2012 Research Track Slide Number 7
The results
• Nine social media user segments and one non-user segment (N=184)– Facebookers (N=177)– Blog users (N=118)– Enthusiasts (N=152)– Wiki users (N=120)– Suomi24 users– (N=114)– Map users (N=125)– Actives (N=205)– Youtube users (N=183)– Youtube and Map users (N=137)
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ENTER 2012 Research Track Slide Number 8
Comparing segments
• Enthusiasts vs. other segments and non-users in writing reviews and purchasing products online.
• Enthusiasts are younger and have more men compared to other segments.
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ENTER 2012 Research Track Slide Number 9
Conclusions and limitations
• Usefullness of results for managerial purposes is low.
• Confirms earlier research.• Limitations in wording of the social media
question.• Almost as many segments as social media
channels.• Importance of Enthusiasts as a target group.
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ENTER 2012 Research Track Slide Number 10
References
• Bronner, F. & de Hoog, R. (2011). Vacationers and eWOM: Who Posts, and Why, Where, and What? Journal of Travel Research 50(1): 15-26
• Correa, T. Hinsley, A. & Zúñiga, H. (2010). Who interacts on the Web?: The intersection of users’ personality and social media use. Computers in Human Behavior, 26(2): 247-253.
• Fodness, D. & Murray, B. (1997). Tourist Information Search. Annals of Tourism Research, 24(3): 503-523.