Understanding destination brand love using machine learning and content analysis method

Seyyedamiri, N., Pour, A.H., Zaeri, E. and Nazarian, A. 2022. Understanding destination brand love using machine learning and content analysis method. Current Issues in Tourism. 25 (9), pp. 1451-1466. https://doi.org/10.1080/13683500.2021.1924634

TitleUnderstanding destination brand love using machine learning and content analysis method
TypeJournal article
AuthorsSeyyedamiri, N., Pour, A.H., Zaeri, E. and Nazarian, A.
Abstract

This study aims to apply the concept of brand love in tourist destinations in order to identify the core-elements that could have influential impacts on generating destination brand love. This has been carried out by using a mixed-method of machine learning and content analysis. We have discovered that the topics have been generated for historical landmarks and destinations by analyzing the visitors’ on-line reviews are architecture, historical sites, tradition and shrine places, which could be similar to other tourist historical destinations in different part of the world. However, this study has the potential to be a model for other researches related to different destinations with possible different topics emerged. Our study contributes by providing both researchers and managers a novel method to understand what attributes of destination brand love they need to posit more emphasize to attract more visitors based on the destination type.

KeywordsTourism, Leisure and Hospitality Management
Geography, Planning and Development
JournalCurrent Issues in Tourism
Journal citation25 (9), pp. 1451-1466
ISSN1368-3500
1747-7603
Year2022
PublisherTaylor & Francis
Accepted author manuscript
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1080/13683500.2021.1924634
Web address (URL)https://doi.org/10.1080/13683500.2021.1924634
Publication dates
Published online18 May 2021
Published in print2022
Page range1-16

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