nep-mkt New Economics Papers
on Marketing
Issue of 2019‒05‒06
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Festivals and destination marketing: An application from Izmir City By Pirnar, Ige; Kurtural, Sinem; Tutuncuoglu, Melih
  2. Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki By Mavragani, Eleni; Nikolaidou, Paraskevi; Theodoraki, Efi

  1. By: Pirnar, Ige; Kurtural, Sinem; Tutuncuoglu, Melih
    Abstract: Festivals are among the growing global city and destination attraction factors and they are very trendy. Studies indicate that there is a direct relationship between the successful organizations of festivals and the number of visitors and tourism income of a city destination. Thus, festival marketing efforts usually have a direct impact on city marketing efforts. Due to this fact, the study tries to figure out the festival marketing potential of Izmir city that seems to lag behind the general tourism development pattern of Turkey contrary to the great potential it has. The study comprises of two main sections, first one being a literature review on festival marketing, followed by the second section on a qualitative research on Izmir’s festivals and their marketing potential. It tries to determine the positive impacts of Izmir’s festivals on destination marketing and by grouping and categorizing them under similar characteristics figuring out the most promising ones. The research consists of four open-ended interview questions on festivals held in Izmir city. As practical implications, Destination Management Organizations, Destination Marketing Organizations, destination and city marketers, festival managers and destination tourism developers may benefit from the findings of this study.
    Keywords: Festival marketing; Destination marketing; Izmir; Festivals; City marketing
    JEL: G14 L83 M31 Z10
    Date: 2019–04–15
  2. By: Mavragani, Eleni; Nikolaidou, Paraskevi; Theodoraki, Efi
    Abstract: This paper aims to present a methodology for the segmentation of travelers by studying social media profiles and extracting information on their preferences and demographic traits. Through the study of the sample’s social media profiles (Instagram, Facebook, and Twitter), information about travelers’ demographics and preferences are combined for the segmentation of the tourists visiting a Greek region. From the analysis of the data, 10 preference-based segments occur, while the cultural-based division corresponds to the main national groups visiting the region.
    Keywords: customer segmentation; customer profiling; digital marketing; social media; intercultural marketing
    JEL: L83 M3 M31 Z1
    Date: 2019–04–15

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