RT info:eu-repo/semantics/article
T1 What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram
A1 Blanco Moreno, Sofía
A1 González Fernández, Ana María
A1 Muñoz Gallego, Pablo Antonio
A1 Egger, Roman
A2 Comercializacion e Investigacion de Mercados
K1 Marketing
K1 Turismo
K1 Tourism experience
K1 Instagram
K1 Social media
AB [EN] More and more tourists are sharing their experiences on their social media through acombination of photos, texts, and hashtags. But there is a scarcity of studies in literature onanalyzing tourists’ visual content in relation to tourism destinations. To address this gap inliterature, this study explores how and with whom users express the greatest happiness inholiday destinations, and how they share it with their community, through a mixed methodsapproach composed of analysis of images, text, and metadata. This approach allows us toaddress the objective of this research, which is the prediction of the happiness felt by touristsduring their experience, using innovative techniques that allow the independent variables tobe 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 interactionof both variables. This study applies various artificial intelligence analyses on visualcontent (deep learning), and textual and metadata content (machine learning) to 39,235Instagram posts shared by tourists since the emergence of Instagram thirteen years ago, at acultural and gastronomic tourist destination. The findings of the visual content analysisshowed that socialization and company, that is, traveling and interacting with people, was akey aspect of a positive tourism experience. In addition, the gender of the people with whomthey traveled, and the tourist’s narcissism were also key aspects in the generation andexpression of positive emotions. Regarding the analysis of the textual content, the resultsshowed that when tourists enjoyed a positive experience, they became more involved in thegeneration of content, that is, they showed their happiness through positive words.
PB Springer
LK https://hdl.handle.net/10612/20223
UL https://hdl.handle.net/10612/20223
NO 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.
DS BULERIA. Repositorio Institucional de la Universidad de León
RD Jul 7, 2024