细分国际旅游业中的社交媒体用户:多重归宿理论和国际游客调查数据的综合启示

IF 4.1 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Kwang-Ho Lee, Alan Yen
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引用次数: 0

摘要

本研究利用多重归宿理论来评估国际旅行者对社交媒体平台的使用情况,揭示了他们的性别、原籍国、世代群组和旅行目的。这些见解可以指导国家目的地管理组织(DMO)制定有效的社交媒体营销战略。韩国 2019 年国际游客调查(共有 12194 名参与者)的数据采用了卡方和对应分析技术进行了分析。结果显示,在 19 个国家中,不同旅行目的的各代国际游客在使用在线旅游社区、社交网络平台、视频共享平台和旅游博客方面有着不同的偏好。了解社交媒体平台的动态有助于国家旅游景点管理组织根据多方平台使用范式,加强针对国际游客的社交媒体营销战略。不过,在承认研究局限性的同时,我们也指出了未来研究的潜在方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Segmenting social media users in international tourism: Insights integrated from multi-homing theory and international visitor survey data

This study utilizes multi-homing theory to assess international travelers' usage of social media platforms, revealing insights into their gender, country of origin, generation cohorts, and travel purposes. These insights can guide the development of effective social media marketing strategies for national destination management organizations (DMOs). Data from South Korea's 2019 International Visitor Survey (with 12,194 participants) was analyzed using chi-square and correspondence analysis techniques. The results revealed distinctive preferences of international visitors among generational cohorts with different travel purposes across 19 countries in the usage of online travel communities, social network platforms, video-sharing platforms, and travel blogs. Understanding the dynamics of social media platforms helps national DMOs enhance their social media marketing strategies for international visitors, based on the multi-sided platform usage paradigm. Nevertheless, acknowledging the study's limitations points towards potential avenues for future research.

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来源期刊
International Journal of Tourism Research
International Journal of Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
9.00
自引率
4.30%
发文量
60
期刊介绍: International Journal of Tourism Research promotes and enhances research developments in the field of tourism. The journal provides an international platform for debate and dissemination of research findings whilst also facilitating the discussion of new research areas and techniques. IJTR continues to add a vibrant and exciting channel for those interested in tourism and hospitality research developments. The scope of the journal is international and welcomes research that makes original contributions to theories and methodologies. It continues to publish high quality research papers in any area of tourism, including empirical papers on tourism issues. The journal welcomes submissions based upon both primary research and reviews including papers in areas that may not directly be tourism based but concern a topic that is of interest to researchers in the field of tourism, such as economics, marketing, sociology and statistics. All papers are subject to strict double-blind (or triple-blind) peer review by the international research community.
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