Visitor Perceptions and Effectiveness of Place Branding Strategies in Thematic Parks in Bandung City Using Text Mining Based on Google Maps User Reviews

Munawir, Mochamad Donny Koerniawan and Bart Julien Dewancker
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Munawir: Faculty of Environmental Engineering, The University of Kitakyushu, Kitakyushu 808-0135, Japan
Mochamad Donny Koerniawan: Department of Architecture, Bandung Institute of Technology, Bandung 40132, Indonesia
Bart Julien Dewancker: Department of Architecture, The University of Kitakyushu, Kitakyushu 808-0135, Japan

Sustainability, 2019, vol. 11, issue 7, 1-20

Abstract: The city of Bandung, Indonesia contains thematic parks which use certain themes to highlight the features of the park. They are also used as a branding strategy for the city as a whole. As social networking has become a type of media used by most global populations to share experiences and stories and to influence perceptions, and because online reviews are one way to get potential positive information about the success of a business or service, we analyzed online reviews from the Bandung thematic parks. We identified that thematic parks have an influence on the branding of the city of Bandung. Data collection involved data extraction from Google Maps user reviews. Text mining was used to collect the information attributes needed to determine the public perceptions of thematic parks. Data analysis was used to determine the extent to which a park can be a benchmark for place branding in Bandung. This research found that the influence of the thematic park concept is a good strategy for the city of Bandung. Online reviews show that thematic parks in Bandung are better known than non-thematic parks, and that thematic parks get very good ratings and good opinions from online reviewers. This information is expected to be a reference for developing the concept of thematic parks, especially in the city of Bandung, and it can be used by the government, architects, and urban designers to get a better understanding of the users’ perceptions and as a benchmark for similar projects.

Keywords: text mining; online reviews; urban park; urban landscape; city branding; place branding; thematic park (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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