Topic-based engagement analysis: Focusing on hotel industry Twitter accounts

IF 10.9 1区管理学 Q1 ENVIRONMENTAL STUDIES

Tourism Management Pub Date : 2024-06-15 DOI:10.1016/j.tourman.2024.104981

Inmaculada Rabadán-Martín , Lucía Barcos-Redín , Jorge Pereira-Delgado , Francisco Aguado-Correa , Nuria Padilla-Garrido

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引用次数: 0

Abstract

In a social-media context, brands need to understand how to frame their messages, so that a topic can be quickly recognized, promoting higher levels of user engagement. However, knowledge about the link between content type and its engagement is not sufficiently studied. We first explore hotel Firm-Generated Content (FGC) and its inherent themes using topic modelling; we then use an ad hoc metric to investigate the engagement levels associated with each topic; thirdly, we compare the relevance attached to the topics with their engagement levels. In total, 44,448 corporate tweets from 62 hotel brands were analyzed to identify 14 topics, one of which had not previously been uncovered. Notably, there was a positive correlation with engagement for content related to hotel management activities and, among smaller groups, to sustainability. The results will expand FGC-related investigation within the hotel sector and will be of interest to firms seeking effective communication strategies.

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基于主题的参与分析：聚焦酒店业 Twitter 账户

在社交媒体背景下，品牌需要了解如何构建其信息，以便话题能被迅速识别，从而提高用户参与度。然而，有关内容类型与其参与度之间联系的知识还没有得到充分研究。我们首先使用主题建模来探索酒店企业生成的内容（FGC）及其固有主题；然后，我们使用一个特别指标来调查与每个主题相关的参与度；第三，我们将主题的相关性与其参与度进行比较。我们总共分析了来自 62 个酒店品牌的 44,448 条企业推文，确定了 14 个主题，其中一个主题以前从未被发现过。值得注意的是，与酒店管理活动相关的内容与参与度呈正相关，而在较小的群体中，与可持续发展相关的内容与参与度呈正相关。研究结果将扩大酒店业内与 FGC 相关的调查范围，并将对寻求有效沟通策略的公司有所帮助。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism Management Multiple-

CiteScore

24.10

自引率

7.90%

发文量

190

审稿时长

45 days

期刊介绍： Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.