Temporal and Spatiotemporal Investigation of Tourist Attraction Visit Sentiment on Twitter

In this paper, we propose a sentiment-based approach to investigate the temporal and spatiotemporal effects on tourists\u27 emotions when visiting a city\u27s tourist destinations. Our approach consists of four steps: data collection and preprocessing from social media; visitor origin identification; visit sentiment identification; and temporal and spatiotemporal analysis. The temporal and spatiotemporal dimensions include day of the year, season of the year, day of the week, location sentiment progression, enjoyment measure, and multi-location sentiment progression. We apply this approach to the city of Chicago using over eight million tweets. Results show that seasonal weather, as well as special days and activities like concerts, impact tourists\u27 emotions. In addition, our analysis suggests that tourists experience greater levels of enjoyment in places such as observatories rather than zoos. Finally, we find that local and international visitors tend to convey negative sentiment when visiting more than one attraction in a day whereas the opposite holds for out of state visitors

Exploring Destination Image Themes on Twitter, Before, During, and After Terror Attacks in Paris: An Application of Agenda Setting Theory

Paris, France is one of the most popular tourism destinations in the contemporary tourism industry. In November 2015, Paris experienced the deadliest terror attacks in its history. Newspapers and broadcast media spread the information through news, while masses have utilized social media to get instant information. The main purpose of this study is to explore how the destination image of the capital of France, Paris, is affected by the terror crisis. The study has explored user-generated social media data before, during, and after the November 2015 terror attacks in Paris to understand factors of the destination image. Correspondingly, by accessing online communication data, the study has explored agenda setters of the destination. Additionally, this research has gone one step further by utilizing destination image themes found in online communication, to look at the effects of time on sentiments towards a destination. Exploring perceptions of destination image through social media communication is a novel approach in tourism research. This research may enable tourism players to better understand destinations\u27 tourism products. As well, this perspective may help destination marketers in the future to overcome shifts in brand image during a terror crisis by understanding the relationship between sentiments towards destination image themes with respect to time. In sum, this study has stimulated better planning for sustainable brand image in tourism practices as an exemplary model for any destination. The study has been conducted using unstructured social media data and sequential mixed methods research design. First step was qualitative analysis using NVivo software, to understand the destination image themes. Second step was quantitative analysis of variables using SPSS software

On the Accuracy of Hyper-local Geotagging of Social Media Content

Social media users share billions of items per year, only a small fraction of which is geotagged. We present a data- driven approach for identifying non-geotagged content items that can be associated with a hyper-local geographic area by modeling the location distributions of hyper-local n-grams that appear in the text. We explore the trade-off between accuracy, precision and coverage of this method. Further, we explore differences across content received from multiple platforms and devices, and show, for example, that content shared via different sources and applications produces significantly different geographic distributions, and that it is best to model and predict location for items according to their source. Our findings show the potential and the bounds of a data-driven approach to geotag short social media texts, and offer implications for all applications that use data-driven approaches to locate content.Comment: 10 page

Influence of Social Media Posts on Service Performance

Purpose Much research regarding social media posts and relevancy has resulted in mixed findings. Furthermore, the mediating role of relevancy has not previously been examined. This paper aims to examine the correlating relationship between types of posts made by hotels and the resulting occupancy rates. Then, the mediating role of relevancy is examined and ways that posts can increase/decrease relevancy of the post to potential hotel users. Design/methodology/approach Within the context of the hotel industry, three studies were conducted – one including hotel occupancy data from a corporate chain – to examine the impact of social media posts on relevancy and intentions to stay at the hotel. Experimental studies were conducted to explain the results of the real-world hotel data. Findings The findings show that relevancy is an important mediator in linking social media posts to service performance. A locally (vs nationally) themed post can decrease both the relevancy of a post and the viewer’s intentions to stay at a hotel. This relationship, however, can be weakened if a picture is included with the post, as a visual may increase self-identification with a post. Originality/value These results have important theoretical and practical implications as social media managers attempt to find the best ways to communicate to their customers and followers. Specifically, there are lower and upper limits to how many times a hotel should be posting to social media. The data also show many hotels post about local events, such as school fundraisers or a job fair, that can be harmful to stay intentions, likely due to the irrelevant nature of local posts to customers who are likely to stay in a hotel. National posts are seen as more relevant and likely to increase stay intentions, and the inclusion of a picture can help local posts seem more relevant

An integrated model of social media brand engagement

Despite the increasing use of social media sites to engage consumers, the consumer brand engagement construct is still in its infancy. This study aims to contribute to existing social media research by proposing and empirically testing a model in which social media brand involvement and social media brand communication are the main precursors and brand relationship quality is a relevant outcome of social media brand engagement. The findings show that the influence of social media brand involvement on social media brand engagement is stronger than the influence of social media brand communication. The latter is due to the co-creation of users and firms. Furthermore, interaction and attention are the most relevant components of social media brand engagement, followed by enthusiasm, identification, and absorption. Social media brand engagement is a useful tool for companies to gain competitive advantages. Thus, the findings could help firms better manage their social media tools in the context of social media communication

Word of Mouth, the Importance of Reviews and Ratings in Tourism Marketing

The Internet and social media have given place to what is commonly known as the democratization of content and this phenomenon is changing the way that consumers and companies interact. Business strategies are shifting from influencing consumers directly and induce sales to mediating the influence that Internet users have on each other. A consumer review is “a mixture of fact and opinion, impression and sentiment, found and unfound tidbits, experiences, and even rumor” (Blackshaw & Nazarro, 2006). Consumers' comments are seen as honest and transparent, but it is their subjective perception what shapes the behavior of other potential consumers. With the emergence of the Internet, tourists search for information and reviews of destinations, hotels or services. Several studies have highlighted the great influence of online reputation through reviews and ratings and how it affects purchasing decisions by others (Schuckert, Liu, & Law, 2015). These reviews are seen as unbiased and trustworthy, and considered to reduce uncertainty and perceived risks (Gretzel & Yoo, 2008; Park & Nicolau, 2015). Before choosing a destination, tourists are likely to spend a significant amount of time searching for information including reviews of other tourists posted on the Internet. The average traveler browses 38 websites prior to purchasing vacation packages (Schaal, 2013), which may include tourism forums, online reviews in booking sites and other generic social media websites such as Facebook and Twitter.Peer reviewedFinal Accepted Versio