Português
Event Title
48th annual European Marketing Academy annual conference - EMAC
Year (definitive publication)
2019
Language
English
Country
Germany
More Information
Web of Science®
This publication is not indexed in Web of Science®
Scopus
This publication is not indexed in Scopus
Google Scholar
Abstract
The current study explores how tourists perceive two islands with identical culture, but different demographic characteristics. Two complementary methodologies are employed: Netnography and Text Mining. Eight encodings are used based on the literature: Rating, Categories, Membership Level of reviewers, Language type, Tourism Experience Model, Content, and Symbology and Positive/Negative information. With the first methodology, all encodings are analyzed, while in the Text Mining, only three: TEM, ML and categories. Customer satisfaction is slightly superior in Madeira. Lifestyle and Leisure and Tourism, Travel and Commuting are the main themes. Reviewers are engaged with the destinations and the re-purchase scenario is highly probable.
Acknowledgements
--
Keywords
Netnography,Text Mining,Island destination,Tourism Experience Model
