Exploring User-Generated Content for Improving Destination Knowledge: The Case of Two World Heritage Cities

Nuno Antonio, Marisol B. Correia and Filipa Perdigão Ribeiro
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Nuno Antonio: Nova Information Management School (NOVA IMS), Universidade Nova de Lisboa, Campus de Campolide, 1070-312 Lisboa, Portugal
Marisol B. Correia: Centre for Tourism Research, Development and Innovation (CiTUR), Campus of Penha, 8005-139 Faro, Portugal
Filipa Perdigão Ribeiro: Centre for Tourism Research, Development and Innovation (CiTUR), Campus of Penha, 8005-139 Faro, Portugal

Sustainability, 2020, vol. 12, issue 22, 1-19

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.

Keywords: user-generated content; data science; text mining; sentiment analysis; eWOM; UNESCO heritage sites (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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