{"title":"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","authors":"Kwang-Ho Lee, Alan Yen","doi":"10.1002/jtr.2693","DOIUrl":null,"url":null,"abstract":"<p>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.</p>","PeriodicalId":51375,"journal":{"name":"International Journal of Tourism Research","volume":"26 4","pages":""},"PeriodicalIF":4.1000,"publicationDate":"2024-07-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Segmenting social media users in international tourism: Insights integrated from multi-homing theory and international visitor survey data\",\"authors\":\"Kwang-Ho Lee, Alan Yen\",\"doi\":\"10.1002/jtr.2693\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>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.</p>\",\"PeriodicalId\":51375,\"journal\":{\"name\":\"International Journal of Tourism Research\",\"volume\":\"26 4\",\"pages\":\"\"},\"PeriodicalIF\":4.1000,\"publicationDate\":\"2024-07-23\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Tourism Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1002/jtr.2693\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/jtr.2693","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
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.
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.