Autor segons l'article: Jabreel, Mohammed; Moreno, Antonio; Huertas, Assumpcio
Departament: Enginyeria Informàtica i Matemàtiques Estudis de Comunicació
Autor/s de la URV: Huertas Roig, Maria Asuncion / Moreno Ribas, Antonio
Paraules clau: Social media Semantic similarity Emotional values Destination branding Brand communication
Resum: Emotional values play a key role in the creation of destination brands. Nowadays destination management organizations (DMOs) want to make sure that they transmit a set of attractive, distinguishing values and that they are correctly perceived by their visitors. This paper presents a new methodology for the automated, unsupervised semantic analysis of large quantities of tweets sent by the DMOs and the visitors of a destination. As a case study, the results of an analysis of 60,000 tweets related to 10 major European destinations, are presented and the emotional values transmitted from the official Twitter accounts of the destinations compared with those communicated by the tourists in their personal messages. The experiment leads to two important results: the cities examined do not communicate a personalized identity and there are strong discrepancies between the emotional values transmitted by DMOs and those reflected by the comments of visitors. The framework presented in this work constitutes the first semantic methodology for a large-scale automatic analysis of the communication of emotional values by destinations through social media.
Àrees temàtiques: Tourism, leisure and hospitality management Strategy and management Marketing Management Hospitality, leisure, sport & tourism Ciencias sociales Business and management Business and international management
Accès a la llicència d'ús: https://creativecommons.org/licenses/by/3.0/es/
Adreça de correu electrònic de l'autor: antonio.moreno@urv.cat sunsi.huertas@urv.cat
Identificador de l'autor: 0000-0003-3945-2314 0000-0001-6684-4220
Data d'alta del registre: 2024-10-12
Versió de l'article dipositat: info:eu-repo/semantics/submittedVersion
URL Document de llicència: https://repositori.urv.cat/ca/proteccio-de-dades/
Referència a l'article segons font original: Journal Of Destination Marketing & Management. 6 (3): 170-183
Referència de l'ítem segons les normes APA: Jabreel, Mohammed; Moreno, Antonio; Huertas, Assumpcio (2017). Semantic comparison of the emotional values communicated by destinations and tourists in social media. Journal Of Destination Marketing & Management, 6(3), 170-183. DOI: 10.1016/j.jdmm.2016.03.004
DOI de l'article: 10.1016/j.jdmm.2016.03.004
Entitat: Universitat Rovira i Virgili
Any de publicació de la revista: 2017
Tipus de publicació: Journal Publications
Repositori URV