Tourism Reputation Index for Assessing Perceptions on Destinations Using Collaborative Text Data

• Paula Antón Maraña ^[1] ; Bruno Baruque Zanón ^[1] ; Santiago Porras Alfonso ^[1] ; Pablo Arranz Val ^[1]
  1. [1] Universidad de Burgos

     Universidad de Burgos

     Burgos, España

     
• Localización: Estudios de economía aplicada, ISSN 1133-3197, ISSN-e 1697-5731, Vol. 41, Nº 1, 2023 (Ejemplar dedicado a: Ciencia de datos para la Economía Aplicada)
• Idioma: inglés
• DOI: 10.25115/sae.v41i1.9076
• Títulos paralelos:
  • Índice de Reputación Turística para Evaluar las Percepciones sobre los Destinos utilizando Datos Textuales Colaborativos
• Texto completo no disponible (Saber más ...)
• Resumen
  • español

    El sector turístico está experimentando un cambio de tendencia ante el uso generalizado de la Web 2.0. por parte de los turistas. Este fenómeno ha impulsado a los agentes turísticos a aplicar técnicas Big Data y herramientas de Inteligencia de Negocio a la hora de conocer qué piensan y qué desean a los turistas. En este sentido, toma especial relevancia el análisis del Electronic Word Of Mouth en las Redes Sociales, y la literatura académica ha encontrado algunas dificultades al extraer datos, determinar su significado y vincularlo con el destino. El objetivo de este trabajo es presentar los resultados que se pueden obtener con el diseño de un índice reputacional turístico, por medio del análisis de los datos creados de manera colaborativa en la Red Social de Twitter. Para ello, se ha creado una herramienta de IN que permite extraer datos de los mensajes cortos de texto publicados por los usuarios (tweets) y procesarlos mediante la implementación de un proceso de Extract, Transform and Load. En este proceso, se realiza un Procesamiento del Lenguaje Natural, centrado en tareas de Análisis de Sentimientos, aplicando un modelo de clasificación automática (Multinomial Naive Bayes) y, seguidamente, una categorización temática automática de estos textos en función de los términos que contengan. Posteriormente, se analizan los datos, calculando un índice de reputación online global a partir de subíndices de percepción sobre diferentes aspectos turísticos. Estos índices se muestran a los usuarios mediante un cuadro de mando interactivo, que permite comparar entre diferentes consultas asociadas a una localidad turística y a un periodo temporal. Este trabajo contribuye a que los agentes turísticos conozcan la percepción sobre los destinos y tomen decisiones adecuadas e informadas en tiempo real, facilitando una gestión inteligente de los datos que permita crear destinos turísticos inteligentes con ventajas competitivas, únicas y sostenibles.

  • English

    The tourism sector is experiencing a change in trend due to the widespread use of Web 2.0 by tourists. This phenomenon has prompted tourism agents to apply Big Data techniques and Business Intelligence tools to find out what tourists think. In this sense, the analysis of the Electronic Word Of Mouth in Social Networks is particularly relevant, and the academic literature has faced some difficulties in extracting data, determining its meaning and linking it to the destination. The aim of this work is to is to present the results that can be generated by the design of a tourism reputation index, through the analysis of data created collaboratively on the Twitter Social Network. For this purpose, a BI tool has been created to extract data from short text messages posted by users (tweets) and process them by implementing an Extract, Transform and Load process. In this process, Natural Language Processing is carried out, focusing on Sentiment Analysis tasks, applying an automatic classification model (Multinomial Naive Bayes) and then an automatic thematic categorisation of these texts depending on the words they contain. Subsequently, the data is analysed, calculating a global online reputation index based on sub-indexes of perception on different tourism aspects. These ratings are shown to users through an interactive dashboard, which allows comparison between different queries associated with a tourist location and a temporal period. This research helps tourism agents to better understand the public perception about destinations and make appropriate and well-informed decisions in real time, facilitating the intelligent management of data that enables the creation of smart tourism destinations with competitive, unique and sustainable advantages.

• Referencias bibliográficas
  • Giaoutzi, M. and Nijkamp, P. (2017). Tourism and Regional Development: New Pathways. In Tourism and Regional Development: New Pathways. Taylor...
  • Osman, Z. and Sentosa, I. (2013). A study of mediating effect of trust on customer satisfaction and customer loyalty relationship in Malaysian...
  • Díaz, A. (July 10, 2021). Aportación directa del turismo al PIB en el mundo 2013-2019. https://es.statista.com/estadisticas/640133/aportacion-directa-del-sector-turistico-al-pib-mundial/
  • INE. (July 11, 2021). Cuenta Satélite del Turismo de España (CSTE). Revisión estadística 2019. Serie 2016 – 2018.
  • Cook, R. A., Yale, L. J., & Marqua, J. J. (2010). Tourism: The Business of Travel (Pearson (ed.); 4Th ed.).
  • Ardito, L., Cerchione, R., Del Vecchio, P. and Raguseo, E. (2019). Big data in smart tourism: challenges, issues and opportunities. Current...
  • Gobierno de España. (June 16, 2021). Plan de modernización y competitividad del sector turístico.
  • Observatorio eCommerce & Transformación DIgital. (July 20, 2021). Impacto de internet en el sector turismo. https://observatorioecommerce.com/impacto-internet-turismo/
  • Bustamante-Martínez, A. A. (2020). Análisis de datos colaborativos e inteligencia de negocio: aplicación al sector turístico. In Tesis de...
  • Romero-Dexeus, C. and Paton, J. (15 June 2021). Innovación Turística y Especialización Inteligente en España. Palancas Imprescindibles para...
  • Castellanos, M., Gupta, C., Wang, S., Dayal, U. and Durazo, M. (2012). A platform for situational awareness in operational BI. Decision Support...
  • Peng, M. Y. P., Tuan, S. H. and Liu, F. C. (2017). Establishment of business intelligence and big data analysis for higher education. International...
  • Mariani, M., Baggio, R., Fuchs, M. and Höepken, W. (2018). Business intelligence and big data in hospitality and tourism: a systematic literature...
  • Li, D., Deng, L. and Cai, Z. (2019). Statistical analysis of tourist flow in tourist spots based on big data platform and DA-HKRVM algorithms....
  • Miah, S. J., Vu, H. Q., Gammack, J. and McGrath, M. (2017). A Big Data Analytics Method for Tourist Behaviour Analysis. Information &...
  • Talón-Ballestero, P., González-Serrano, L., Soguero-Ruiz, C., Muñoz-Romero, S. and Rojo-Álvarez, J. L. (2018). Using big data from Customer...
  • Song, H., Witt, S. F., Wong, K. F. and Wu, D. C. (2009). An empirical study of forecast combination in tourism. Journal of Hospitality and...
  • Sun, S., Wei, Y., Tsui, K. L. and Wang, S. (2019). Forecasting tourist arrivals with machine learning and internet search index. Tourism Management,...
  • Centobelli, P. and Ndou, V. (2019). Managing customer knowledge through the use of big data analytics in tourism research. Current Issues...
  • Thelwall, M. (2019). Sentiment Analysis for Tourism. In Big Data and Innovation in Tourism, Travel, and Hospitality: Managerial Approaches,...
  • Fermoso, A. M., Mateos, M., Beato, M. E., & Berjón, R. (2015). Open linked data and mobile devices as e-tourism tools. A practical approach...
  • Giglio, S., Bertacchini, F., Bilotta, E. and Pantano, P. (2019). Using social media to identify tourism attractiveness in six Italian cities....
  • Hui, T. K., Wan, D. and Ho, A. (2007). Tourists’ satisfaction, recommendation and revisiting Singapore. Tourism Management, 28(4), 965–975.
  • Chen, K. C. (2004). Decision support system for tourism development: System dynamics approach. Journal of Computer Information Systems, 45(1),...
  • Bismart. (July 20, 2021). How Big Data Technologies Can Improve Tourism. https://blog.bismart.com/en/big-data-technologies-tourism
  • Business Analytics and Bigdata. (20 de julio de 2021). Optimizadata. https://optimizadata.com/
  • Mabrian. (July 5, 2021). Plataforma de Inteligencia Turística Mabrian. https://mabrian.com/solutions/destinations/
  • Sabou, M., Brașoveanu, A. M. P., & Önder, I. (2015). Linked Data for Cross-Domain Decision-Making in Tourism. Information and Communication...
  • Segittur. (July 5, 2021). Catálogo de soluciones tecnológicas para Destinos Turísticos Inteligentes. https://www.segittur.es/wp-content/uploads/2021/05/GUIA-SOLUCIONES-TECNOLOGICAS-DTI-2021.pdf
  • Vajirakachorn, T. and Chongwatpol, J. (2017). Application of business intelligence in the tourism industry: A case study of a local food festival...
  • Wöber, K. W. (2003). Information supply in tourism management by marketing decision support systems. Tourism Management, 24(3), 241–255.
  • De Vries, L., Gensler, S. and Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of...
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates...
  • Martín-Galán, C. A. (2020). Diseño e implementación de un Sistema Automático para la detección de opiniones turísticas en Redes Sociales....
  • Leung, D., Law, R., Hoof, H. van, & Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review. Journal of Travel...
  • Munar, A. M. and Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46–54.
  • Murthy, D. (2013). Twitter: Social Communication in the Twitter Age. Cambridge.
  • Maeda, T. N., Yoshida, M., Toriumi, F. and Ohashi, H. (2016). Decision tree analysis of tourists’ preferences regarding tourist attractions...
  • Bassolas, A., Lenormand, M., Tugores, A., Gonçalves, B. and Ramasco, J. J. (2016). Touristic site attractiveness seen through Twitter. EPJ...
  • Hawelka, B., Sitko, I., Beinat, E., Sobolevsky, S., Kazakopoulos, P. and Ratti, C. (2014). Geo-located Twitter as proxy for global mobility...
  • Bustamante, A., Sebastia, L. and Onaindia, E. (2019). Can Tourist Attractions Boost Other Activities Around? A Data Analysis through Social...
  • Diakopoulos, N., Naaman, M., & Kivran-Swaine, F. (2010). Diamonds in the rough: Social media visual analytics for journalistic inquiry....
  • Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations....
  • Milano, R., Baggio, R. and Piattelli, R. (2011). The effects of online social media on tourism websites. Information and Communication Technologies...
  • Perles-Ribes, J. F., Ramón-Rodríguez, A. B., Moreno-Izquierdo, L. and Such-Devesa, A. M. J. (2019). Online Reputation and Destination Competitiveness:...
  • Ortiz, Á. L., Pérez la Madrid, Ó. E. and Vargas Rastrollo, E. (2015). Estudio de Tendencias Diarias en Twitter. Trabajo de Fin de Grado.
  • Stojanovski, D., Dimitrovski, I. and Madjarov, G. (2014). TweetViz: Twitter Data Visualization. Conference on Data Mining and Data Warehouses...
  • Strapparava, C. and Valitutti, A. (2004). WordNet Affect: an Affective Extension of WordNet. Proceedings of LREC, 1083–1086.
  • Bradley, M. M. and Lang, P. J. (1999). Affective Norms for English Words (ANEW): Instruction Manual and Affective Ratings. In University of...
  • Stanford NLP Group. (July 25, 2021). Available Models & Languages - Stanza. https://stanfordnlp.github.io/stanza/available_models.html
  • Sidorov, G., Miranda-Jiménez, S., Viveros-Jiménez, F., Gelbukh, A., Castro-Sánchez, N., Velásquez, F., Díaz-Rangel, I., Suárez-Guerra, S.,...
  • Acevedo-Miranda, C., Clorio-Rodríguez, R., Zagal-Flores, R. and García-Mendoza, C. V. (2014). Arquitectura Web para análisis de sentimientos...
  • Aguilar, D., Sidorov, G. and Batyrshin, I. (2018). Caso de estudio de análisis de sentimientos en Twitter: Tratado de libre comercio de América...
  • Gambino, O. J. and Calvo, H. (2016). A Comparison Between Two Spanish Sentiment Lexicons in the Twitter Sentiment Analysis Task. In Lecture...
  • Salas-Zárate, M. del P., López-López, E., Valencia-García, R., Aussenac-Gilles, N., Almela, Á. and Alor-Hernández, G. (2014). A study on LIWC...
  • Darwish, A. and Burns, P. (2019). Tourist destination reputation: an empirical definition. Tourism Recreation Research, 44(2), 153-162.
  • Marchiori, E., Cantoni, L. and Fesenmaier, D. R. (2013). What did they say about us? Message Cues and Destination Reputation in Social Media....
  • Cankir, B., Arslan, M. L. and Seker, S. E. (2015). Web Reputation Index for XU030 Quote Companies. Journal of Industrial and Intelligent Information,...
  • Vaccaro, G., Cabrera, F. E., Pelaez, J. I. and Vargas, L. G. (2020). Comparison matrix geometric index: A qualitative online reputation metric....
  • SocialVane. (July 16, 2021). Ranking Big Data de Costas Españolas. http://docplayer.es/24213366-Estudio-de-costas.html
  • Prayag, G. (2011). Image, Satisfaction and Loyalty—The Case of Cape Town. An International Journal of Tourism and Hospitality Research, 19(2),...
  • Rajesh, R. (2013). Impact of Tourist Perceptions, Destination Image and Tourist Satisfaction on Destination Loyalty: A Conceptual Model. PASOS....
  • Denstadli, J. M., Jacobsen, J. K. S., and Lohmann, M. (2011). Tourist perceptions of summer weather in Scandinavia. Annals of Tourism Research,...
  • Prayag, G. and Ryan, C. (2012). Antecedents of Tourists’ Loyalty to Mauritius: The Role and Influence of Destination Image, Place Attachment,...
  • Martín-Sánchez, J. M., Delgado Martín, L. M. and Gallego Rengifo, J. I. (2019). La reputación online de los alojamientos rurales en Extremadura...
  • Iglesias-Sánchez, P. P., Correia, M. B. and Jambrino-Maldonado, C. (2019). Challenges in linking destinations’ online reputation with competitiveness....
  • Reichheld, F. F. (2003). The one number you need to grow. The One Number You Need to Grow, 81(12), 46–55.
  • Kushcheva, N. (2022). Monitoring Online Reputation of Tourist Destinations in Finland. INTED2022 Proceedings, 9442–9447.
  • Komšić, J., & Dorčić, J. (2016). Tourism Destination Competitiveness and Online Reputation: Conceptualization and Literature Framework...