Enter 2012 pesonen


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Enter 2012 pesonen

  1. 1. Social media channel segmentation of tourists Juho Pesonen Juho.pesonen@uef.fi Centre for Tourism Studies, University of Eastern Finland ENTER 2012 Research Track Slide Number 1
  2. 2. Agenda• Introduction• Background of the study – Research questions• Data and methods• Results• Conclusions and limitations ENTER 2012 Research Track Slide Number 2
  3. 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 ENTER 2012 Research Track Slide Number 3
  4. 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. ENTER 2012 Research Track Slide Number 4
  5. 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? ENTER 2012 Research Track Slide Number 5
  6. 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 ENTER 2012 Research Track Slide Number 6
  7. 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) ENTER 2012 Research Track Slide Number 7
  8. 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. ENTER 2012 Research Track Slide Number 8
  9. 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. ENTER 2012 Research Track Slide Number 9
  10. 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. ENTER 2012 Research Track Slide Number 10