Analysis of Facial Expression in Videos Promoting Tourist Destinations

With the evolution of web technology, users provide us with an enormous amount of voluntary and involuntary data that can generate extraordinarily rich information for the promotion of tourism products, which is why the importance of this work lies in exploring, analysing and organising the feelings provoked after viewing a promotional video. This work is based on sentiment analysis (SA) and, in particular, on the analysis of the facial experience within SA, which is based on a series of technologies framed in neuromarketing that are experiencing great growth given the importance of information supported by audiovisual media, in particular video. This work presents a study on the feelings found in the exhibition of promotional videos of a certain tourist destination, finding interesting conclusions based on the identification of different emotional valences such as: fear, anger, joy, sadness, contempt, disgust and surprise, the same ones described by the psychologist Paul Ekman. For this purpose, algorithmic facial recognition techniques based on positional vectors are used. The results obtained reveal the importance of content in tourism promotion and, in particular, resolve and facilitate methodologies to generate demographically segmented and effective content for each target tourist audience.