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Title: Imatge percebuda de Catalunya com a destinació sostenible
Author: Gil Cruz, Mar
Marine-Roig, Estela  
Abstract: The aim of this work is to highlight the usefulness of the analysis of mass data (Big Data) to support destinations by studying the online image of Catalonia as perceived through social media by analyzing more than 80000 online travel reviews (OTRs) written in English and Spanish by tourists who visited the destination between 2014 and 2019. The proposed methodology used in this work facilitates the collection, cleaning and analysis User-Generated Content (UGC) related to tourism from the most appropriate sources, and helps to define the perceived image of Catalonia as a sustainable tourist destination through the collection and treatment of large volumes of digital data. The findings of this massive analysis of information content from a reliable source, UGC data, are very useful for destination management, both for developing and evaluating marketing strategies and for improving branding and positioning policies among Destination Management Organizations (DMO). Designing sustainable tourism experiences based on consumer opinion (co-creation) can help improve the online image and overall image of destinations. By evaluating and sharing their experience on social media, the visitor expresses different levels of satisfaction and loyalty to the destination. This UGC represents useful information for analyzing the perception of tourist experiences and the formation of the Tourist Destination Image (TDI) online. The analysis was applied in Catalonia. A total of 81359 OTRs between 2014 and 2019 were selected from the "things to do" section of TripAdvisor, the 31 attractions that are included in the list of must-sees of the Gran Tour de Catalunya. It highlights the high satisfaction of the evaluators, and the differences according to nationality, gender and language.
Keywords: Big Data
Type: info:eu-repo/semantics/masterThesis
Issue Date: 11-Feb-2022
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Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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