KOREASCHOLAR

MINING LINKS BETWEEN TRAVEL MOTIVATIONS AND MENTAL REPRESENTATION OF DESTINATIONS FROM TWITTER POSTINGS

Daniel Hardt, Fumiko Kano Glückstad
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401231
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1025-1029
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper describes Natural Language Processing techniques to extract patterns of destination image formation from Social Media postings. In a pilot study, we show how Twitter postings can be mined to uncover travel motivations and values for various travel destinations; we also explore the mental representations that underly these values and motivations. While this pilot study is subject to limitations, the results demonstrate that Twitter data is a compelling source of information about travellers and destinations.

Keyword
association miningtext miningnatural language processingsocial mediadestination imagetravel motivationspersonal values
Table Content
ABSTRACT
INTRODUCTION
METHODOLOGICAL BACKGROUND
RESULTS
DISCUSSIONS & CONCLUSION
REFERENCES
Author
  • Daniel Hardt(Copenhagen Business School)
  • Fumiko Kano Glückstad(Copenhagen Business School)