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
Article's DOI: 10.1016/j.jdmm.2016.03.004
Entity: Universitat Rovira i Virgili
Journal publication year: 2017
Publication Type: Journal Publications
Repositori URV