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A how-to guide to understand how sentiment analysis is useful for attracting more international visitors

Tracking and improving traveler sentiment, the level of satisfaction expressed in reviews, surveys and online content, is critical for DMOs and tourism destinations. By analyzing the sentiment recorded about both individual businesses (hotels, restaurants, attractions, etc.) and the destination overall, marketers can create tailored, effective campaigns that get travelers to click the ‘book now’ button.

The Data Appeal Company specializes in Sentiment Analysis and Reputation Management for destinations and tourism organizations. This guide will help you understand sentiment analysis and how it can be used to improve your destination’s marketing. We’ll also provide some practical tips to help you get started.


What is
Sentiment Analysis?

Sentiment Analysis is the process of identifying and categorizing opinions expressed in a piece of text (i.e. reviews, online feedback, social posts, blogs, surveys, etc.), in order to determine if the writer’s perception towards a particular product or service is positive, negative or neutral.

Typically, Sentiment Analysis is conducted through Natural Language Processing (NLP) and Artificial Intelligence (AI).

Through this technology, computers can process and analyze large amounts of natural-language data to determine the emotional tone and most discussed topics within the body text.

At Data Appeal, this text is cleaned, organized, analyzed and evaluated. Five million pieces of content are processed each hour and the outcome is what’s called Big Data. From this, we extract
invaluable information and insights relating to the perception and behaviors of individuals.

We not only provide a polarity score for each piece of content, but we also identify the main topics, themes, and opinions related to them – at both a holistic and granular level.


What you will find inside the guide:

  1. What is Sentiment Analysis?
  2. How is sentiment analysis useful for tourist destinations?
  3. Use Case: Rotterdam Sentiment Analysis
  4. Data in action: How to take advantage of data-driven insights to improve the traveler experience and destination marketing
  5. How to track and monitor the overall sentiment of a destination


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