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Sentiment Analysis to Measure Quality and Build Sustainability in Tourism Destinations

Author

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  • Fernando Borrajo-Millán

    (Business Organization Department, Faculty of Economics and Business Administration, Autonomous University of Madrid, 28049 Madrid, Spain)

  • María-del-Mar Alonso-Almeida

    (Business Organization Department, Faculty of Economics and Business Administration, Autonomous University of Madrid, 28049 Madrid, Spain)

  • María Escat-Cortes

    (Business Organization Department, Faculty of Economics and Business Administration, Autonomous University of Madrid, 28049 Madrid, Spain)

  • Liu Yi

    (School of Tourism Management, Sun Yat-sen University, Guangzhou 510275, China)

Abstract

The models used for analyzing and measuring quality in tourist destinations are changing with the incorporation of new techniques derived from data science and artificial intelligence. Recent studies show how social media and e-word of mouth (e-WoM) are playing key roles in the perception and image diffusion of tourist destinations. Thus, it is necessary to look for new methods for analyzing the tourist management and attractiveness of tourist spots. This includes conducting a sentiment analysis of tourists that modifies former research methods based on previously proposed model, supported by a survey, which obtained predefined and incomplete results. This study analyzed the quality of tourism in Spain, a major tourist destination that is considered to be the country with the greatest tourist competitiveness according to the World Economic Forum, and in China, the country with the greatest level of development and potential. A sentiment analysis was carried out to measure the quality of tourist destinations in Spain, and this involved three challenges: (1) the analysis of the sentiments of Chinese tourists obtained from e-WoM; (2) the use of new models to measure the quality of a destination based on information from Chinese social networks, and (3) the use of the latest artificial intelligence analytical technologies. Our findings demonstrate how sentiment analysis can be a determining factor in measuring WoM and identifying areas of development in tourist destinations in order to build a more sustainable destination. The results includes the following aspects: (1) the use of real images with more empirical evidence, (2) the use of impressive and disappointing sentiments, (3) a “no comment status”, (4) elimination of stereotypes, and (5) the identification of new opportunities and segments.

Suggested Citation

  • Fernando Borrajo-Millán & María-del-Mar Alonso-Almeida & María Escat-Cortes & Liu Yi, 2021. "Sentiment Analysis to Measure Quality and Build Sustainability in Tourism Destinations," Sustainability, MDPI, vol. 13(11), pages 1-14, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:11:p:6015-:d:562980
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    References listed on IDEAS

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    1. Adalberto Santos-Júnior & Fernando Almeida-García & Paulo Morgado & Luiz Mendes-Filho, 2020. "Residents’ Quality of Life in Smart Tourism Destinations: A Theoretical Approach," Sustainability, MDPI, vol. 12(20), pages 1-24, October.
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    7. Hany Kim & Hyo Jae Joun & Yeongbae Choe & Ashley Schroeder, 2019. "How Can a Destination Better Manage Its Offering to Visitors? Observing Visitor Experiences via Online Reviews," Sustainability, MDPI, vol. 11(17), pages 1-19, August.
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