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Extração de opiniões e análise de sentimento: a imagem do destino turístico no caso do Algarve
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Abstract(s)
A imagem do destino turístico é um tema que, desde os anos 70, começou a levantar
o interesse da comunidade científica. Este conceito tem sido extensivamente estudado,
sendo um dos focos de estudo a compreensão do processo de formação da imagem do
destino turísticos. Apesar das divergências na literatura quanto às componentes da
imagem, existe um vasto consenso quanto ao argumento de que a imagem é um
constructo tridimensional, em que as dimensões formam uma estrutura hierárquica
com uma relação de influência mútua. O meio digital alterou definitivamente este
processo criativo, a imagem passou a ser cocriada pelos turistas, devido à facilidade e
volume com que se realiza atividades como o word-of-mouth, a partilha de fotografias
e vídeos, tornando a imagem percebida num fator fulcral, e retirando a imagem
projetada do pedestal da formação da imagem do destino. Assim, novas estratégias e
técnicas de análise para explorar o conceito da imagem do destino no meio digital
surgiram nas últimas duas décadas face ao surgimento das redes sociais, apresentando
um desafio ao tratamento e conhecimento da informação que daqui é proveniente. O
presente estudo foca-se na compreensão da imagem do destino no caso do Algarve a
partir de críticas de turistas internacionais presentes na Internet, e aplica o
conhecimento teórico do conceito de imagem do destino turístico em conjunto com
técnicas de processamento de linguagem natural, integrando uma análise de
sentimento com conteúdo gerado pelos utilizadores. O sentimento expresso pelos
turistas é, maioritariamente, positivo em relação ao Algarve. Os fatores positivos
superam os negativos, no entanto, encontram-se situações em que a qualidade do
turismo no algarve pode ser melhorada. Esta dissertação contribui para o corpo
literário do tema e levanta comentários de interesse para o tecido empresarial do
mercado turístico.
The tourism destination image is a topic that began to raise the interest of the scientific community in the seventies. This concept has been extensively studied, being one of the focuses of study the understanding of the tourist destination image’s formation process. Despite the divergences in the literature as to the components of the image, there is a broad consensus on the argument that the image is formed according to a three-dimensional construct, in which the dimensions form a hierarchical structure and share a relationship of mutual influence. The digital environment has changed this creative process, the image started to be co-created by tourists, due to the ease and volume with which activities such as word-of-mouth, photo and video sharing are carried out, turning the perceived image into a key factor, and removing the projected image from the pedestal of the formation of the destination image. Thus, new strategies and analytics were applied to explore the concept of destination image in the digital environment. These techniques have emerged in the last two decades due to the insurgence of social media, presenting a challenge to the treatment and knowledge of the information that arose. The present study focuses on the understanding of the destination image in the case of Algarve, from the international tourists' reviews present on the Internet, and applies the theoretical knowledge of the concept of tourist destination image, combined with natural language processing techniques, including the integration of sentiment analysis on user generated content. The sentiment expressed by tourists is mostly positive towards the Algarve. The positive factors outweigh the negative, however, there are situations in which the quality of Algarve’s tourism can be improved. This dissertation contributes to the body of literature on the subject and raises comments of interest to the enterprise’s fabric of the tourism market.
The tourism destination image is a topic that began to raise the interest of the scientific community in the seventies. This concept has been extensively studied, being one of the focuses of study the understanding of the tourist destination image’s formation process. Despite the divergences in the literature as to the components of the image, there is a broad consensus on the argument that the image is formed according to a three-dimensional construct, in which the dimensions form a hierarchical structure and share a relationship of mutual influence. The digital environment has changed this creative process, the image started to be co-created by tourists, due to the ease and volume with which activities such as word-of-mouth, photo and video sharing are carried out, turning the perceived image into a key factor, and removing the projected image from the pedestal of the formation of the destination image. Thus, new strategies and analytics were applied to explore the concept of destination image in the digital environment. These techniques have emerged in the last two decades due to the insurgence of social media, presenting a challenge to the treatment and knowledge of the information that arose. The present study focuses on the understanding of the destination image in the case of Algarve, from the international tourists' reviews present on the Internet, and applies the theoretical knowledge of the concept of tourist destination image, combined with natural language processing techniques, including the integration of sentiment analysis on user generated content. The sentiment expressed by tourists is mostly positive towards the Algarve. The positive factors outweigh the negative, however, there are situations in which the quality of Algarve’s tourism can be improved. This dissertation contributes to the body of literature on the subject and raises comments of interest to the enterprise’s fabric of the tourism market.
Description
Keywords
Imagem do destino turístico Comportamento do consumidor Redes sociais Processamento de linguagem natural Análise de sentimento Turismo no Algarve