Articles producció científica> Estudis de Comunicació

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

  • Datos identificativos

    Identificador: imarina:5129886
    Handle: https://hdl.handle.net/20.500.11797/imarina5129886
    Autores:
    Jabreel, MohammedMoreno, AntonioHuertas, Assumpcio
    Resumen:
    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.

  • Otros:

    Autor según el artículo: Jabreel, Mohammed; Moreno, Antonio; Huertas, Assumpcio
    Departamento: Enginyeria Informàtica i Matemàtiques Estudis de Comunicació
    Autor/es de la URV: Huertas Roig, Maria Asuncion / Moreno Ribas, Antonio
    Palabras clave: Social media Semantic similarity Emotional values Destination branding Brand communication
    Resumen: 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.
    Áreas temáticas: Tourism, leisure and hospitality management Strategy and management Marketing Management Hospitality, leisure, sport & tourism Ciencias sociales Business and management Business and international management
    Acceso a la licencia de uso: https://creativecommons.org/licenses/by/3.0/es/
    Direcció de correo del autor: antonio.moreno@urv.cat sunsi.huertas@urv.cat
    Identificador del autor: 0000-0003-3945-2314 0000-0001-6684-4220
    Fecha de alta del registro: 2024-10-12
    Versión del articulo depositado: info:eu-repo/semantics/submittedVersion
    URL Documento de licencia: https://repositori.urv.cat/ca/proteccio-de-dades/
    Referencia al articulo segun fuente origial: Journal Of Destination Marketing & Management. 6 (3): 170-183
    Referencia 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
    Entidad: Universitat Rovira i Virgili
    Año de publicación de la revista: 2017
    Tipo de publicación: Journal Publications

  • Palabras clave:

    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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