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Título
What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Humanities and Social Sciences Communications
Número de la revista
1
Cita Bibliográfica
Blanco-Moreno, S., González-Fernández, A. M., Muñoz-Gallego, P. A., y Egger, R. (2024). What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram. Humanities and Social Sciences Communications, 11(1), 1–16. https://doi.org/10.1057/s41599-024-02859-z.
Editorial
Springer
Fecha
2024
Resumen
[EN] More and more tourists are sharing their experiences on their social media through a
combination of photos, texts, and hashtags. But there is a scarcity of studies in literature on
analyzing tourists’ visual content in relation to tourism destinations. To address this gap in
literature, this study explores how and with whom users express the greatest happiness in
holiday destinations, and how they share it with their community, through a mixed methods
approach composed of analysis of images, text, and metadata. This approach allows us to
address the objective of this research, which is the prediction of the happiness felt by tourists
during their experience, using innovative techniques that allow the independent variables to
be obtained. To predict tourist satisfaction, two sources of data, photos and texts, are analyzed:
a novel approach and little explored in the literature, but necessary due to the interaction
of both variables. This study applies various artificial intelligence analyses on visual
content (deep learning), and textual and metadata content (machine learning) to 39,235
Instagram posts shared by tourists since the emergence of Instagram thirteen years ago, at a
cultural and gastronomic tourist destination. The findings of the visual content analysis
showed that socialization and company, that is, traveling and interacting with people, was a
key aspect of a positive tourism experience. In addition, the gender of the people with whom
they traveled, and the tourist’s narcissism were also key aspects in the generation and
expression of positive emotions. Regarding the analysis of the textual content, the results
showed that when tourists enjoyed a positive experience, they became more involved in the
generation of content, that is, they showed their happiness through positive words.
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