Sentiment Analysis to Measure Quality and Build Sustainability in Tourism Destinations

Abstract

The models used for analyzing and measuring quality in tourist destinations are changing with the incorporation of new techniques derived from data science and artificial intelligence. Recent studies show how social media and e-word of mouth (e-WoM) are playing key roles in the perception and image diffusion of tourist destinations. Thus, it is necessary to look for new methods for analyzing the tourist management and attractiveness of tourist spots. This includes conducting a sentiment analysis of tourists that modifies former research methods based on previously proposed model, supported by a survey, which obtained predefined and incomplete results. This study analyzed the quality of tourism in Spain, a major tourist destination that is considered to be the country with the greatest tourist competitiveness according to the World Economic Forum, and in China, the country with the greatest level of development and potential. A sentiment analysis was carried out to measure the quality of tourist destinations in Spain, and this involved three challenges: (1) the analysis of the sentiments of Chinese tourists obtained from e-WoM; (2) the use of new models to measure the quality of a destination based on information from Chinese social networks, and (3) the use of the latest artificial intelligence analytical technologies. Our findings demonstrate how sentiment analysis can be a determining factor in measuring WoM and identifying areas of development in tourist destinations in order to build a more sustainable destination. The results includes the following aspects: (1) the use of real images with more empirical evidence, (2) the use of impressive and disappointing sentiments, (3) a “no comment status”, (4) elimination of stereotypes, and (5) the identification of new opportunities and segments.

Gestión de la calidad en destinos turísticos

“…Los modelos de consumo y de contratación cambiaron, debido al comercio electrónico, y agencias de viajes en línea (Borrajo-mill et al, 2021). Las TIC modificaron las maneras como los turistas realizan transacciones, revisan, compraran y deciden sobre los destinos a visitar, porque desde las búsquedas en internet de información sobre el destino, videos promocionales, opiniones de turistas en redes sociales y páginas de calificaciones de servicios de turismo, el consumidor se crea expectativas sobre el destino y sus servicios y ya se estableció que tanto la calidad como satisfacción parten de las expectativas de los consumidores.…”

Sustainable Tourism Issues in European Countries during the Global Pandemic Crisis

“…It is worth noting that the concept of ownership of sustainability, argued by Bhattacharya [62], can create a company's quick development towards a more sustainable business. Sustainable tourism should ensure a balance between economic, environmental, and social dimensions in a destination, which is possible by preventing "excess tourists, the degradation of natural and cultural resources, and the dissatisfaction of the citizens" [63].…”

Enhancing Sentiment Analysis Accuracy in Borobudur Temple Visitor Reviews through Semi-Supervised Learning and SMOTE Upsampling

“…By comprehending visitor sentiments, we can also uphold a positive reputation and image. Over the long run, a profound grasp of visitor perceptions paves the way for sustainable growth within the tourism industry [6]. A sentiment analysis of visitors to Borobudur Temple using data sources from Tripadvisor had already been carried out, but the data processed were in the form of English texts.…”