1. Introduction
Tourism is one of the biggest industries with a significant contribution to the global economy of more than 8.8 trillion dollars in 2018 [
1]. The industry continues to grow almost every year. International tourist arrivals increased worldwide, from 809 million in 2005 to 1.4 billion in 2018. This number is expected to exceed 1.8 billion by 2030 [
2]. However, in recent years, due to the intense competition in every tourist service, it has been important for tourism service providers to find and keep visitors in their destinations [
3,
4]. Therefore, researchers and tourist destination promoters pay attention to methods and practices of attracting tourists to destinations and improving their destination marketing strategy.
According to Fodness and Murray [
5], before choosing a destination tourists spend a lot of time searching for information, as tourism is a high-involvement service. Searching is defined as the need for tourists to consult many different sources before making their decision in order to make travel arrangements easier [
5]. Information is often used to minimize the perceived risk and the uncertainty associated with destinations that travelers do not know [
6]. The destination image influences the perceived quality, satisfaction, consumer behavior, and willingness of the consumer to choose [
7]. For this reason, positive image destinations are more likely to be included and selected in the decision-making process [
7,
8].
Usually, the choice among a set of alternative destinations is a complex process, influenced by many factors and external sources of information. In the past, tourists mainly relied on commercial sources to form an image for a destination before making their final decision [
6]. Today, searching is based on completely different methods and sources. Due to the high level of perceived risk involved in traveling, tourists are driven to find more trustworthy sources, such as personal resources and word of mouth (WOM). Litvin et al. [
9] define WOM as “the communication between the consumers about a product, service, or company, which is independent of commercial influence”. It has been shown that positive WOM increases purchase intention by creating a valuable brand image and reducing the risk that consumers perceive in selecting products [
10].
Today, the spread of the Internet and social media allows tourists to make most of the travel arrangements required before a trip. They can search for information about destinations, travel offers, transportation, and accommodation, even seeing photos and videos from these destinations. They can also compare prices and services. They can make their bookings and purchases of tourist products and services; finally, they can suggest a destination through eWOM (electronic word of mouth) [
11]. By understanding the relationships between the characteristics of different social media platforms and destination selection, businesses and tourism promoters can improve their efforts and marketing strategies. For this to happen, it is necessary to examine the factors that influence the choice of a destination through social media. Of great interest is the role of social media in the image of a destination: how they are being used, by whom, what kind of content can be promoted through these platforms, and how they could influence consumer behavior in terms of tourism products and services [
12].
This study is focused on examining the kinds of social media content that are more likely to be attractive for potential tourists, to influence their destination choice, based on their motivation to travel. Previous studies argue that motivation is what pushes people to travel and, at the same time, what attracts them to specific destinations [
13,
14]. Several studies have been conducted in the past to identify the push and pull factors that frame travelers’ motivation, as well as to understand how these factors can be used to increase the effectiveness of marketing strategies [
13,
15,
16].
The present study elaborates on the methodology of Oh et al. [
17], according to which tourists can be classified into different market segments based on their travel motivation. Segmentation helps to predict the items that attract people to choose a particular destination. The purpose of this research is to investigate whether the segmentation analysis based on push and pull factors could be applied in the social media context; that is, we examine the influence of tourists’ motives to travel on their preferences for travel information on social media, in the pre-travel phase. The study addresses the following research questions. Is there a relationship between:
the push variable “knowledge/intellectual” and the pull variable “culture/history” (as presented on social media);
the push variable “sports” and the pull variable “activity/sports” (as presented on social media);
the push variable “novelty/adventure” and the pull variable “activity/sports” (as presented on social media);
the push variable “novelty/adventure” and the pull variable nature/outdoor (as presented on social media);
the push variable “escape/entertainment/prestige” and the pull variable “safety/luxury” (as presented on social media)?
The results of this study will highlight the relationships between different market segments and different kinds of social media content for tourist destinations and may contribute in several ways to the literature in terms of the use of social media in tourism marketing. (a) Our findings offer new insight into the use of social media as a business tool through which hospitality companies will engage, support, and connect travelers. According to Leung et al.’s recent review [
18], the tourism business perspective of social media marketing is an under-researched area. (b) This study also gives hospitality businesses new ways to deliver value to customers, by involving them in value co-creation through the use of social media. (c) The role of social media has been neglected in the stream of research on push and pull travel motivation. Extending this stream of research, the present study sheds light on the interplay between tourists’ motives to travel to a destination and social media travel content. (d) We also expand the literature on sustainable tourism by evaluating the importance of different travel motives on the travelers’ preference for social media content that relates to the physical environment (i.e., natural and outdoor environments). Although prior studies [
19] have underscored the role of social media in tourists’ intention to visit a rural touristic destination (i.e., a typical example of sustainable tourism), they did not investigate the relationship between tourists’ motives to travel and their attitudes toward the information about natural areas (i.e., wilderness and undisturbed nature, national parks, forests, rivers) that is shared on social media.
5. Results and Discussion
According to previous studies [
16,
17], the push factors represent the segmentation of a market. Thus, the respondents were classified into four main segments according to their travel motives.
These segments are defined as follows:
- (1)
“Knowledge/intellectual”: The participants in this segment tend to put priority on the enhancement of their knowledge during their vacations, and the experience of a new culture and traditions, also by visiting historical places.
- (2)
“Novelty/adventure”: The main characteristic of the people in this segment is that they seek originality, new and fresh experiences, and to have an adventure during their vacation.
- (3)
“Escape/entertainment/prestige”: This section includes those who seek comfort, luxury, relaxation, and fun during their vacation.
- (4)
“Sports”: This segment concerns people who want to be physically active during their vacations and to attend or participate in sports activities.
We used Cronbach’s alpha to assess the internal consistency reliability of these factors.
Table 4 shows that the alpha coefficient is greater than 0.70 for all the push factors. Moreover, the results do not indicate that any of the items should be deleted to increase the value of Cronbach’s alpha.
Table 5 shows the pull travel motivation factors; namely, culture/history, activities/sports, nature/outdoor, and safety/luxury. The pull factors in this study represent the content being displayed on social media platforms, for the promotion of destinations. Cronbach’s alpha is greater than 0.70 for all the pull factors, ensuring the internal consistency reliability of the variables, while it appears that none of these factors will be improved if any of the items are deleted.
Four two-step hierarchical regression analyses, with push motivation factors as independent variables, demographics (i.e., sex, age, and education) as covariates, and pull motivation factors as dependent variables, were conducted (
Table 6). These models explain the relationships between tourists’ push motivations to travel and the types of content they want to view on social media (i.e., pull factors).
The beta coefficients in
Table 6 indicate the variability of each dependent variable (pull factors) that could be explained by each independent variable (push factors). The values of R
2, Adjusted R
2, and F for each model also show what percentage of the variability of the dependent variable is explained by the independent variables, as well as the level of significance.
Τhe four models are statistically significant at the 5% level. The model for the pull variable “culture/history” interprets 44% (R2 = 0.44) of its variability, 42% (R2 = 0.42) for “activities/sports”, 22% (R2 = 0.22) for “nature/outdoors” and 28% (R2 = 0.28) for “safety/luxury”.
The two-step regression analysis with the pull factor “culture/history” as the dependent variable reveals two statistically significant relationships. It appears that tourists’ education level influences the pull factor “culture/history”. The higher their level of education, the more likely they are to be attracted and influenced by social media content related to historical or cultural topics (Beta = 0.14,
p < 0.01). There is also a positive relationship between the push factor “knowledge/intellectual” and pull factor “culture/history” (Beta = 0.6,
p < 0.001). Thus, H1 is supported. This is in line with previous studies [
16,
17], showing that tourists who look for opportunities to increase their knowledge and satisfy their intellectual needs want to experience a culture that is different from their own and visit historic old cities. The present study extends previous research by revealing that this exact market segment searches for cultural and historical content on social media before traveling internationally.
The two-step regression analysis with the pull variable “activities/sports” as the dependent variable uncovers a number of relationships. Interestingly, but not surprisingly, the older a person is, the less likely they are to be influenced by social media content related to sports activities (Beta = 0.16,
p < 0.001). The findings also indicate that the push variable “sports” has a positive relationship with the pull variable “activities/sports” (Beta = 0.35,
p < 0.001). This supports H2. Prior studies also support this relationship [
16], highlighting that tourists who want to stay fit during their vacations are attracted by destinations that offer sports activities. The push variable “novelty/adventure” also positively influences the pull variable “activities/sports” (Beta = 0.18,
p < 0.05). Hence, H3 is supported. In their study, Oh et al. [
17] found that the novelty seekers market segment has a high overlap with the sports seekers segment; they look for adventure and intense thrills during their holidays, in order to escape from their everyday life. In the same vein, the present study demonstrates that both market segments are being attracted by information about sports activities in social media. Two more push variables, “knowledge/intellectual” (Beta = 0.16,
p < 0.001) and “escape/entertainment/prestige” (Beta = 0.17,
p < 0.05), have a positive effect on the pull factor “activities/sports”. It appears that social media content which focuses on activities and sports could attract tourists from all segments of the market, a result that is inconsistent with prior findings from the tourism literature [
17]. This may be attributed to the growing interest in exercise and sports, as well as the trend of sharing fitness data through social media [
70]. Nowadays, tourists are intensely interested in fitness advice and techniques, searching for fitness centers, a fundamental component of the contemporary hospitality experience [
71]. Hence, it is reasonable for them to be attracted by social media content for sports activities.
The two-step regression analysis with the pull variable “nature/outdoor” as the dependent variable shows that, contrary to H4, the relationship between the push factor “novelty/adventure” and the pull factor “nature/outdoor” is not statistically significant (Beta = 0.15,
p > 0.05). Traditionally, Greeks are used to traveling domestically rather than abroad [
72]. Most tourists in Greece are interested in relaxing and sunbathing on a beach under the sun, visiting archaeological sites, studying the history of the Ancient Greek civilization, meeting local communities, and eating traditional food [
73]. Few could be characterized as “explorers” with an urge to experience outdoor adventures in natural areas abroad. This could explain why H4 is not supported. Furthermore, it appears that both the push variables “knowledge/intellectual” (Beta = 0.24,
p < 0.001) and “sports” (Beta = 0.22,
p < 0.001) have a positive relationship with the pull variable “nature/outdoor”. It seems that especially Greek tourists who want to widen their knowledge and cover their intellectual needs seek social media content about natural outdoor areas. According to Baloglu and Uysal [
16], even though the push variable “sports” and the pull variable “nature/outdoor” do not represent the same market segment, they have a close relationship. The “instagrammability” of a physical location is considered the most important factor for millennials in choosing a holiday destination. This may lead many young Greek tourists who try to stay fit on their holidays to prefer natural areas that offer opportunities for both hiking/jogging and photo-shooting.
The last two-step regression analysis with the pull variable “safety/luxury” as the dependent variable found a statistically significant relationship only between the push variable “escape/entertainment/prestige” and the pull variable “safety/luxury” (Beta = 0.59,
p < 0.001). Thus, H5 is supported. This result is in line with Oh et al.’s [
17] study, which found that luxurious hotels and destinations are more appealing to tourists who seek entertainment, relaxation, and prestige.
6. Conclusions
This study extends prior research by examining whether push motivation factors can predict the type of content that different market segments prefer on social media (i.e., pull factors). The findings of the present study indicate that most of the relationships between push and pull factors supported by the previous literature are also verified for social media tourism pull factors. Only one of the research hypotheses was rejected, whereas some new relationships emerged.
In particular, for the pull variable “culture/history”, there is a positive and statistically significant relationship with the push variable “knowledge/intellectuality”, as well as with the education control variable. This means that social media content that focuses on local events, culture, traditional elements, and historical sites is more likely to attract consumers belonging to the “knowledge/intellectual” segment and those who have high educational background.
The pull variable “activities/sports” has a statistically significant positive relationship with all four segments; that is, with all the push variables. Hence, social media content that emphasizes beaches, opportunities for sports or outdoor activities, and opportunities for entertainment and fun is more likely to attract tourists from all the four segments, but at a different level of intensity. As hypothesized, the push variable “sports” has the strongest relationship with the pull variable “activities/sports”, a result consistent with previous literature [
16,
17]. In a similar way, there is a positive relationship between the push motivation variable “novelty/adventure” and the pull variable “activities/sports”. Furthermore, two new relationships emerged in our study, among the push variables “knowledge/intellectual”, “escape/entertainment/prestige” and “activities/sports”. These findings reveal that social media can attract all four Greek market segments by offering tourists to participate in outdoor activities, such as hiking/climbing and water sports, as well as in nightlife and entertainment activities.
For the pull variable “nature/outdoor”, two positive and statistically significant relationships with the push variables “knowledge/intellectuality” and “sports” were discovered: social media content that emphasizes wildlife, parks, and woodland is more likely to attract tourists belonging to the two aforementioned segments. Interestingly, these findings are not supported by the literature in which tourists who wish to experience adventures appear to be attracted by wilderness, undisturbed nature, forests, and rivers.
Finally, the pull variable “security/luxury” has a positive and statistically significant relationship only with the push variable “escape/entertainment/prestige”; social media content that illustrates luxury hotels, restaurants, and malls is more likely to attract tourists who are motivated by safety and luxury. The relationship between the two variables is in line with the findings of previous research.
7. Managerial Implications
This study provides important policy and managerial implications to social media managers of tourist destinations and hospitality businesses. It offers valuable guidelines for a successful social media marketing strategy that will address the needs and preferences of specific target groups. In the present study, the Greek market was segmented into four different groups: “knowledge/intellectual”, “novelty/adventure”, “escape/entrainment/prestige” and “sports”.
Specifically, participants in the “knowledge/intellectual” segment seem to regard social media content related to a destination’s culture and history as more attractive. Thus, a social media strategy targeting this segment should include elements such as historical sites, local events, traditional food, and beautiful scenery. They are also attracted, to a lesser extent, by content about nature, outdoor activities, and sports. Therefore, elements related to undisturbed nature, parks, beaches, water sports, theme parks, or any kind of sports could also be used in social media campaigns for this segment.
The “novelty/adventure” seekers segment includes people who seek originality, new experiences, and adventure from their vacation. For them, social media content related to outdoor activities and sports seems to be the most attractive. Tourists in the “escape/entertainment/prestige” segment perceive social media content that is related to safety and luxury as the most attractive, such as luxury hotels, restaurants, and malls. To a lesser extent, this segment is influenced by outdoor activities and sports content. The “sports” lovers segment also want to participate in sports and to be physically active during vacations. An effective social media strategy for them should focus not only on outdoor activities and sports but also on the destination’s natural elements.
The present study also shows that Greek tourists, regardless of their push motivation for tourism, place significantly greater importance on social media content about destinations that offer entertainment, fun and sports activities: they are attracted by social media content which emphasizes water sports, outdoor activities such as hiking/climbing, beaches for swimming and sunbathing, amusement or theme parks, exotic atmosphere, large and modern cities, nightlife and entertainment. Hence, tourism marketing managers should consider the content about activities and sports as an integral part of their tourism organizations’ social media page.
Furthermore, when a tourism marketing manager intends to promote undisturbed natural destinations or national parks, forests, and rivers to Greek tourists, “knowledge/intellectual” and “sports” seekers are the two most appropriate target customer segments for them. These two Greek market segments appear to be the most susceptible to social media content focusing on the different types of sustainable tourism. Their lifestyle and perceptions of health, wellness, and fitness seem to match social media pages which illustrate physical areas and outdoor activities.
In general, a successful matching of push and pull motives is essential for an online marketing strategy in destination areas to effectively design promotional campaigns. These guidelines could help the destinations’ social media managers who target Greek tourists so that they can present the most attractive aspects of a destination and positively influence tourists’ behavior and their decision making.
8. Limitations and Future Research
The present research has been conducted under standard constraints, which are important to be mentioned and should be taken into consideration. The first limitation is related to the sample of the survey, as our sample is more concentrated around the young age group (18–30). As already mentioned, this age group represents the majority of social media users, but a different distribution of the sample may give different results. The research was also conducted for the Greek market, so the sample includes tourists who live in Greece. Different populations could be segmented in a different way, formatting dissimilar market segments or push factors.
A second limitation that should be mentioned at this point is the selection of the pull items displayed on social media. The selection of these elements was based on previous studies in which they represented tangible elements that could be found in a destination. In our case, these elements represent content on social media, which is displayed in order to promote a destination. It would be quite interesting for future studies to also include a qualitative research method focused on social media content for destinations, in order to define more pull items that could also form more or different pull factors.
Moreover, the use of social media big data in the investigation of relationships between market segments and social media is a very motivating research area. Even if big data generated across social media sites has created numerous opportunities for bringing more insights to decision makers, only a few studies on big data analytics have demonstrated support for strategic decision making [
74,
75]. It will be of great interest, for example, to examine digital tourism experiences, through several longitudinal case studies of various destinations in Greece [
76].
Another interesting research area will be the examination of the effect of social media on the attractions of natural areas. According to Luque-Martínez, Faraoni and Doña-Toledo [
77], natural areas are a tourism asset of immense importance. Nature tourism is a market niche with very specific characteristics, which is very common in Greece. In their study [
77], behavioral patterns on Twitter and Facebook were addressed to identify profiles. The authors proved that this information was useful for benchmarking to compare the profiles or clusters according to their social network activity. A similar study carried out by Pino, Peluso and Met [
78] examined a sample of tweets posted on the official Twitter pages of the same region’s main tourism promotion agency. The results identify features that may increase the effectiveness of social media managers’ promotional efforts and highlight differences across the two platforms. Joo, Seok and Nam [
19] investigate how tourists’ use of social media can affect their behavior, especially in sustainable tourism. They concluded that, “If marketers were to focus more on encouraging the sharing of tourism experiences, this could aid sustainable tourism growth” [
19]. Thus, it would be interesting for future research to investigate the different segmentation procedures that successfully work in different social media promoting natural areas.