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dc.contributor.authorKatsikari, Christina-
dc.contributor.authorHatzithomas, Leonidas-
dc.contributor.authorFotiadis, Thomas A.-
dc.contributor.authorFolinas, Dimitrios-
dc.description.abstractThe intense competition in the tourism sector increasingly pushes tourism destination marketers to seek more effective promotional practices, so that they remain competitive and attract more visitors. The fast expansion of the Internet and social media provides the opportunity for destination marketers to approach potential tourists in a simple and cost-effective way. While managing the official pages of destinations on social media, the basic question that arises is the configuration of the content, and how attractive this content could be for potential tourists. The purpose of this study is to investigate what elements of a destination, when displayed on social media, could be attractive factors for tourists. Through the analysis of push and pull tourism motivation factors in particular, this study focuses on the segmentation of the Greek market for those traveling abroad and the emergence of the basic elements that could attract each segment through social media. The respondents have been classified into four segments, according to the motives that more greatly influence their desire to travel. This analysis also shows the important relationships between these segments and the pull motivation factors on social media. The study concludes with findings and suggestions that can contribute to the planning of an effective social media marketing plan.en_US
dc.publisherMultidisciplinary Digital Publishing Institute (MDPI)en_US
dc.subjectFRASCATI::Social sciences::Economics and Business::Business and Managementen_US
dc.subject.othermarket segmentationen_US
dc.subject.otherpush motivationen_US
dc.subject.otherpull motivationen_US
dc.subject.othersocial mediaen_US
dc.titlePush and Pull Travel Motivation: Segmentation of the Greek Market for Social Media Marketing in Tourismen_US
dc.contributor.departmentΤμήμα Οργάνωσης & Διοίκησης Επιχειρήσεωνen_US
local.identifier.volumetitleWeb 2.0 in Tourism and Hospitality Industriesen_US
Appears in Collections:Department of Business Administration

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