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Using Social Media in Tourist Sentiment Analysis: A Case Study of Andalusia during the Covid-19 Pandemic

Author

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  • David Flores-Ruiz

    (Research Center of Contemporary Thinking and Innovation for Social Development, University of Huelva, 21017 Huelva, Spain)

  • Adolfo Elizondo-Salto

    (Department of Economy, University of Huelva, 21071 Huelva, Spain)

  • María de la O. Barroso-González

    (Research Center of Contemporary Thinking and Innovation for Social Development, University of Huelva, 21017 Huelva, Spain)

Abstract

This paper explores the role of social media in tourist sentiment analysis. To do this, it describes previous studies that have carried out tourist sentiment analysis using social media data, before analyzing changes in tourists’ sentiments and behaviors during the COVID-19 pandemic. In the case study, which focuses on Andalusia, the changes experienced by the tourism sector in the southern Spanish region as a result of the COVID-19 pandemic are assessed using the Andalusian Tourism Situation Survey (ECTA). This information is then compared with data obtained from a sentiment analysis based on the social network Twitter. On the basis of this comparative analysis, the paper concludes that it is possible to identify and classify tourists’ perceptions using sentiment analysis on a mass scale with the help of statistical software ( RStudio and Knime). The sentiment analysis using Twitter data correlates with and is supplemented by information from the ECTA survey, with both analyses showing that tourists placed greater value on safety and preferred to travel individually to nearby, less crowded destinations since the pandemic began. Of the two analytical tools, sentiment analysis can be carried out on social media on a continuous basis and offers cost savings.

Suggested Citation

  • David Flores-Ruiz & Adolfo Elizondo-Salto & María de la O. Barroso-González, 2021. "Using Social Media in Tourist Sentiment Analysis: A Case Study of Andalusia during the Covid-19 Pandemic," Sustainability, MDPI, vol. 13(7), pages 1-19, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:7:p:3836-:d:527331
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    Cited by:

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    2. Andrzej Dudek & Daria Elżbieta Jaremen & Izabela Michalska-Dudek, 2023. "Factors Determining ROPO Behaviors of Travel Agencies Customers during the COVID-19 Pandemic," Sustainability, MDPI, vol. 15(7), pages 1-18, April.
    3. Andrzej Dudek & Daria Jaremen & Izabela Michalska-Dudek & Marek Walesiak, 2021. "Analysis of Changes in Shopping Behaviour of Package Holidays Purchasers Caused by the COVID-19 Pandemic," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 691-707.
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    5. Arthur Huang & Efrén De la Mora Velasco & Adam Haney & Sergio Alvarez, 2022. "The Future of Destination Marketing Organizations in the Insight Era," Tourism and Hospitality, MDPI, vol. 3(3), pages 1-6, September.
    6. Hyojin Kim & Sangmook Lee & Gumkwang Bae, 2021. "Functions of Currency before and after COVID-19: Is Bitcoin Sustainable for Tourism?," Sustainability, MDPI, vol. 13(24), pages 1-17, December.

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