Articles producció científica> Estudis de Comunicació

Semantic comparison of the emotional values communicated by destinations and tourists in social media

  • Identification data

    Identifier: imarina:5129886
    Handle: https://hdl.handle.net/20.500.11797/imarina5129886
    Authors:
    Jabreel, MohammedMoreno, AntonioHuertas, Assumpcio
    Abstract:
    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.

  • Others:

    Author, as appears in the article.: Jabreel, Mohammed; Moreno, Antonio; Huertas, Assumpcio
    Department: Enginyeria Informàtica i Matemàtiques Estudis de Comunicació
    URV's Author/s: Huertas Roig, Maria Asuncion / Moreno Ribas, Antonio
    Keywords: Social media Semantic similarity Emotional values Destination branding Brand communication
    Abstract: 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.
    Thematic Areas: Tourism, leisure and hospitality management Strategy and management Marketing Management Hospitality, leisure, sport & tourism Ciencias sociales Business and management Business and international management
    licence for use: https://creativecommons.org/licenses/by/3.0/es/
    Author's mail: antonio.moreno@urv.cat sunsi.huertas@urv.cat
    Author identifier: 0000-0003-3945-2314 0000-0001-6684-4220
    Record's date: 2024-10-12
    Papper version: info:eu-repo/semantics/submittedVersion
    Licence document URL: https://repositori.urv.cat/ca/proteccio-de-dades/
    Papper original source: Journal Of Destination Marketing & Management. 6 (3): 170-183
    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
    Entity: Universitat Rovira i Virgili
    Journal publication year: 2017
    Publication Type: Journal Publications

  • Keywords:

    Business and International Management,Hospitality, Leisure, Sport & Tourism,Management,Marketing,Strategy and Management,Tourism, Leisure and Hospitality Management
    Social media
    Semantic similarity
    Emotional values
    Destination branding
    Brand communication
    Tourism, leisure and hospitality management
    Strategy and management
    Marketing
    Management
    Hospitality, leisure, sport & tourism
    Ciencias sociales
    Business and management
    Business and international management

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