Travelers’ use of social media: A clustering approach

Research regarding the use of social media among travelers has mainly focused on its impact on travelers’ travel planning process and there is consensus that travel decisions are highly influenced by social media. Yet, little attention has been paid to the differences among travelers regarding their use of social media for travel purposes. Based on the use of travel social media, cluster analysis was employed to identify different segments among travelers. Furthermore, the study profiles the clusters based on demographic and other travel related characteristics. The findings of this study are important to online marketers to better understand traveler’s use of social media and their characteristics, in order to adapt online marketing strategies according to the profile of each segment.

Conshumano: Os novos media na sociedade de consumo

Uneasy by the consumerism of the society of our days, this thesis embodies a reflection and a research about the influence of the new media over a behavior standardization, which results in the creation of the artistic project “Conshumano”. Looking up for a description and a critical integration of various converging concepts of this social paradigm, which lead to a growing tendency of the consumption: Capitalism, Industrialization, New Technologies, Cultural Industry, Mass Media or Globalization. Focusing the research on the concepts presented, developed a theoretical framework that relates different authors and artistic examples. Embracing art as an active agent of social life, concepts such as Video-Art or Interactive Art gain evident shape, as they establish essentially the basis for the interactive multimedia instalation accomplished by this project. The possibility of young artists resort to new ways to produce their works is an emerging factor today, and in this project the new technologies were used creatively as an artistic medium, with a view to developing an artistic, active and interventionist citizenship. Finally, lying properly contextualized in this paper, was presented the exhibition of interactive multimedia installation “Conshumano: os novos media na sociedade de consumo”, at National Museum Grão Vasco, in Viseu. Art is seen as a creative and alternative critique of the consumerism and as a way to interact socially, which aims to create a self-analysis for the society about the act of purchasing.

Travelers’ use of social media: A clustering approach

Research regarding the use of social media among travelers has mainly focused on its impact on travelers’ travel planning process and there is consensus that travel decisions are highly influenced by social media. Yet, little attention has been paid to the differences among travelers regarding their use of social media for travel purposes. Based on the use of travel social media, cluster analysis was employed to identify different segments among travelers. Furthermore, the study profiles the clusters based on demographic and other travel related characteristics. The findings of this study are important to online marketers to better understand traveler’s use of social media and their characteristics, in order to adapt online marketing strategies according to the profile of each segment.