Scoping out urban areas of tourist interest though geolocated social media data: Bucharest as a case study

Social media data has frequently sourced research on topics such as traveller planning or the factors that influence travel decisions. The literature on the location of tourist activities, however, is scarce. The studies in this line that do exist focus mainly on identifying points of interest and rarely on the urban areas that attract tourists. Specifically, as acknowledged in the literature, tourist attractions produce major imbalances with respect to adjacent urban areas. The present study aims to fill this research gap by addressing a twofold objective. The first was to design a methodology allowing to identify the preferred tourist areas based on concentrations of places and activities. The tourist area was delimited using Instasights heatmaps information and the areas of interest were identified by linking data from the location-based social network Foursquare to TripAdvisor’s database. The second objective was to delimit areas of interest based on users’ existing urban dynamics. The method provides a thorough understanding of functional diversity and the location of a city’s different functions. In this way, it contributes to a better understanding of the spatial distribution imbalances of tourist activities. Tourist areas of interest were revealed via the identification of users’ preferences and experiences. A novel methodology was thus created that can be used in the design of future tourism strategies or, indeed, in urban planning. The city of Bucharest, Romania, was taken as a case study to develop this exploratory research.