MDIVis: Visual analytics of multiple destination images on tourism user generated content

Abundant tourism user-generated content (UGC) contains a wealth of cognitive and emotional information, providing valuable data for building destination images that depict tourists’ experiences and appraisal of the destinations during the tours. In particular, multiple destination images can assist tourism managers in exploring the commonalities and differences to investigate the elements of interest of tourists and improve the competitiveness of the destinations. However, existing methods usually focus on the image of a single destination, and they are not adequate to analyze and visualize UGC to extract valuable information and knowledge. Therefore, we discuss requirements with tourism experts and present MDIVis, a multi-level interactive visual analytics system that allows analysts to comprehend and analyze the cognitive themes and emotional experiences of multiple destination images for comparison. Specifically, we design a novel sentiment matrix view to summarize multiple destination images and improve two classic views to analyze the time-series pattern and compare the detailed information of images. Finally, we demonstrate the utility of MDIVis through three case studies with domain experts on real-world data, and the usability and effectiveness are confirmed through expert interviews.