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.
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.