Exploring user-generated content for improving destination knowledge: The case of two world heritage cities

Nuno António, Marisol B. Correia, Filipa Perdigão Ribeiro

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)
16 Downloads (Pure)

Abstract

This study explores two World Heritage Sites (WHS) as tourism destinations by applying several uncommon techniques in these settings: Smart Tourism Analytics, namely Text mining, Sentiment Analysis, and Market Basket Analysis, to highlight patterns according to attraction, nationality, and repeated visits. Salamanca (Spain) and Coimbra (Portugal) are analyzed and compared based on 8,638 online travel reviews (OTR), from TripAdvisor (2017–2018). Findings show that WHS reputation does not seem to be relevant to visitors-reviewers. Additionally, keyword extraction reveals that the reviews do not differ from language to language or from city to city, and it was also possible to identify several keywords related to history and heritage; in particular, architectural styles, names of kings, and places. The study identifies topics that could be used by destination management organizations to promote these cities, highlights the advantages of applying a data science approach, and confirms the rich information value of OTRs as a tool to (re)position the destination according to smart tourism design tenets.

Original languageEnglish
Article number9654
Pages (from-to)1-19
Number of pages19
JournalSustainability (Switzerland)
Volume12
Issue number22
DOIs
Publication statusPublished - 2 Nov 2020

Keywords

  • Data science
  • EWOM
  • Sentiment analysis
  • Text mining
  • UNESCO heritage sites
  • User-generated content

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