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AI-powered insights: Analysing visual and textual content on social media for destination marketing management

Year: 2025
Type: article
Abstract: The goal of this doctoral dissertation is twofold: first, to establish a new methodology that leverages the continuous generation of user-generated content on social media to analyse tourist destinations (objectives 1 to 4); and second, to understand how tourists construct and reveal their experiences at a destination based on their behaviour and interactions (objectives 5 to 12).This dual approach ensures that the research not only contributes a novel methodological framework but also applies it to gain deeper insights into the dynamics of tourist engagement and destination perception. ObjectivesThis thesis aims to develop the following objectives (Figure 1): Objective 1: develop and apply the methodology and tool of web scraping for downloading big data of tourist data from social media platforms. Objective 2: develop and apply a methodology based on big data and artificial intelligence for extracting valuable information from large volumes of tourist data obtained from social media platforms, using specific methods such as machine learning, deep learning, and neural networks. Objective 3: analyse the ethical aspects related to the management of big data on tourist data and the implementation of artificial intelligence technologies to analyse tourist behaviour. Objective 4: review the literature on big data and artificial intelligence in tourism marketing, delving into user-generated content and its research to date. Objective 5: identify new opportunities and emerging research topics. Objective 6: evaluate the relevance of the company of others during the tourist experience in generating emotions and the narcissistic behaviour of people. Objective 7: evaluate the relevance of the activities carried out during the tourist experience in generating emotions. Objective 8: evaluate the influence of message characteristics on its dissemination and the generation of engagement in destination posts on social media. Objective 9: evaluate the influence of the characteristics of the sender on the dissemination and generation of engagement in destination posts on social media. Objective 10: analyse the effectiveness of the type of influencer based on the sentiment about the destination expressed in their posts on social media platforms. Objective 11: analyse the effectiveness of the type of influencer based on their territorial connection with the destination. Objective 12: develop practical and theoretical implications for better management of destination marketing through user-generated content extracted from social media platforms.
DOI: 10.54055/ejtr.v41i.4192
Language: English
Open Access status: diamond
OpenAlex ID: W4414576371
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