Push and Pull Travel Motivation: Segmentation of the Greek Market for Social Media Marketing in Tourism
1
Department of Business Administration, University of Macedonia, 54636 Thessaloniki, Greece
2
Department of Production Engineering and Management, Democritus University of Thrace, 67100 Xanthi, Greece
3
Department of Logistics, International Hellenic University, 60100 Katerini, Greece
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(11), 4770; https://doi.org/10.3390/su12114770
Received: 18 May 2020 / Revised: 1 June 2020 / Accepted: 6 June 2020 / Published: 11 June 2020
(This article belongs to the Special Issue Web 2.0 in Tourism and Hospitality Industries)
The 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.
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Keywords:
market segmentation; push motivation; pull motivation; tourism; social media; Greece
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MDPI and ACS Style
Katsikari, C.; Hatzithomas, L.; Fotiadis, T.; Folinas, D. Push and Pull Travel Motivation: Segmentation of the Greek Market for Social Media Marketing in Tourism. Sustainability 2020, 12, 4770. https://doi.org/10.3390/su12114770
AMA Style
Katsikari C, Hatzithomas L, Fotiadis T, Folinas D. Push and Pull Travel Motivation: Segmentation of the Greek Market for Social Media Marketing in Tourism. Sustainability. 2020; 12(11):4770. https://doi.org/10.3390/su12114770
Chicago/Turabian StyleKatsikari, Christina, Leonidas Hatzithomas, Thomas Fotiadis, and Dimitrios Folinas. 2020. "Push and Pull Travel Motivation: Segmentation of the Greek Market for Social Media Marketing in Tourism" Sustainability 12, no. 11: 4770. https://doi.org/10.3390/su12114770
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