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.

ABSTRACT
INTRODUCTION
METHODOLOGICAL BACKGROUND
RESULTS
DISCUSSIONS & CONCLUSION
REFERENCES

• Daniel Hardt(Copenhagen Business School)
• Fumiko Kano Glückstad(Copenhagen Business School)