Virtual community and the relational profile of the millennial traveller Euroviajar case

Mamaqi Kapllani, Kevin ; Mamaqi, Xhevrije (Universidad de Zaragoza)

Resumen: A new generation of young people, millennials are currently the largest generation of consumers on the web. Millennials position themselves as a new segment of interest in the electronic leisure industry and the 3.0 traveller. The great reception of traveller communities multiplied by the influence on social networks and the possibilities they open in relational terms and information, are changing the concept of entrepreneurship as a simple benefit, prioritizing information and relationships in interconnected world. These changes have led to the development of new ideas to meet social needs and create new relationships and collaborations between them. Its objective is to improve the social well-being of the human being, to improve the ability to interact, socialize and inform each other. The literature provides recent and somewhat scattered information to understand how these communities work. Applied to the case of the traveller community https://euroviajar. com created since 10 years, combined with the netnography methodology and the analysis of some key performance indicators (KPI-s), aspects of its growth, evolution and millennial traveller profile 3.0, have been analysed.

Idioma: Español

DOI: 10.12795/IROCAMM.2020.v02.i03.05

Año: 2020

Publicado en: International review of communication and marketing mix 2, 3 (2020), 62-81
ISSN: 2605-0447

Tipo y forma: Artículo (Versión definitiva)

Área (Departamento): Área Fund. Análisis Económico (Dpto. Análisis Económico)