Understanding destination brand experience through data mining and machine learning

IF 8.9 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Víctor Calderón-Fajardo , Rafael Anaya-Sánchez , Sebastian Molinillo
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引用次数: 0

Abstract

This research formalises a new methodology to measure and analyse Destination Brand Experience, improving upon traditional approaches by offering greater objectivity and rigour. Adopting a case study approach, five distinct and complementary types of analysis have been conducted: comprehensive sentiment analysis and topic modelling, an analysis using multiple thesauri, statistical analyses for hypothesis testing, and machine learning for classification. The methodological innovation, through the construction of thesauri, has enabled the measurement of sensory, affective, intellectual, and behavioural dimensions in unique and emblematic attractions, experiences, and transportation within a tourist destination, based on visitor reviews. This new approach allows tourism professionals and destination managers to identify areas for improvement and develop strategies to enhance tourist satisfaction. The findings suggest that there are significant differences in the relationships between specific dimensions and that gender and culture moderate or impact these relationships.

通过数据挖掘和机器学习了解目的地品牌体验
这项研究正式提出了一种衡量和分析目的地品牌体验的新方法,通过提高客观性和严谨性改进了传统方法。采用案例研究的方法,进行了五种截然不同且互为补充的分析:综合情感分析和主题建模、使用多个词库的分析、用于假设检验的统计分析以及用于分类的机器学习。方法上的创新是通过构建词库,以游客评论为基础,对旅游目的地内独特的标志性景点、体验和交通进行感官、情感、智力和行为方面的测量。这种新方法使旅游专业人员和目的地管理者能够确定需要改进的领域,并制定提高游客满意度的战略。研究结果表明,特定维度之间的关系存在显著差异,而性别和文化会缓和或影响这些关系。
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来源期刊
CiteScore
18.60
自引率
3.60%
发文量
46
审稿时长
43 days
期刊介绍: The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.
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