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How to monitor and generate intelligence for a DMO from online reviews
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 2.46 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Social media and customer review websites have changed the way the tourism sector is managed.
Social media has become a new source of information, due to the large amount of UGC / e-Wom
generated by consumers An information that is "available" but at the same time noisy and of great
volume, which makes it difficult to access and analyze. This study investigates and verifies the
possibility of using data present in content reviews of a Content Web Site Review - TripAdivsor - to
generate actionable information for a Destination Management Organization. With a focus on negative
reviews, tourist attractions of Lisbon and using the “R code” and its packages, the study shows that
with the correct technique chosen and the action of an intelligence analyst, data can be extracted and
provide substrate for actions, strategy and intelligence generation – which is Social Media Intelligence.
The findings prove that the flood of web 2.0 data can serve as a source of intelligence for the
Destination Management Organization (DMO). By monitoring sites like TripAdvisor, a DMO can hear
what tourists talk about attractions and thereby generate insights for intelligence and strategy actions.
A DMO can even, analyzing this data, make your attractions more desirable, and even act in adverse
situations, reducing risky situations.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Destination Management Organization Monitoring Social Media Intelligence Tourism TripAdvisor