Development of a Typology of Tourists Based on Pre-trip Use of Social Media

Four hundred domestic and international tourists visiting Kerala, India were typologised using cluster and discriminant analysis into three clusters - 'Enthusiastic Travelers,' 'Information Seekers', and 'Planners' based on their pre-trip usage of social media. Association between the clusters and external variables were used to characterize the typologies. Findings indicate that domestic tourists and international tourists differ in their usage of social media. The domestic tourists use social media for gathering information and international tourists use social media for trip planning and online travel booking in addition to gathering information. Findings also indicate that gender does not influence the usage of social media in the pre-trip phase. This study expands the understanding of typologies in tourism and suggests directions to Destination Marketing Organizations and tourism service providers.