Automatic Analysis of the Communication of Tourist Destination Brands through Social Networks

Abstract

Destination branding has improved the management and communication of tourist destinations. Nowadays most destinations try to transmit their brands through social media and they need to evaluate their communication. This paper presents a methodological framework for the automatic analysis of the communication of emotional brand values through social media using syntactic and semantic methods. The analysis of the tweets sent by the tourism offices of 12 major European destinations shows a general lack of a strategy for the definition and communication of a differentiated personality.