利用表情符号作为视觉符号，提高目的地营销的参与度

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2024-07-20 DOI:10.1016/j.jdmm.2024.100925

Joanne Yu , Astrid Dickinger , Roman Egger

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引用次数: 0

摘要

表情符号是数字环境中情感的代表，为目的地营销的新认识论观点铺平了道路，但某些符号却没有得到同等的关注。本研究探讨了不同目的地特征的社交媒体帖子中表情符号的情感及其对参与度的影响。通过采用主题建模和排列特征重要性，研究结果揭示了基于不同旅游背景的 21 个主题，以及不同表情符号类型在预测参与度方面的相对重要性。此外，除了将符号学、数据科学和旅游业联系起来之外，这项研究还让人们更深入地了解了如何通过嵌入的情感来利用视觉符号。

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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Leveraging emojis as visual semiotics for enhanced engagement in destination marketing

While emojis serve as a proxy of emotion in digital environments and pave the way for new epistemological viewpoints in destination marketing, certain symbols fail to receive equal attention. This study explores the sentiment of emojis across social media posts featuring different destination characteristics and their impact on engagement. By employing topic modelling and permutation feature importance, the findings revealed 21 topics based on diverse tourism contexts and the relative importance of different emoji types in predicting engagement. Moreover, in addition to bridging semiotics, data science, and tourism, this research also provides a deeper understanding of leveraging visual semiotics through their embedded sentiment.

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

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.