Using hundreds of variables studied on an ad hoc basis, Travel Appeal analyses and measures the factors and the digital content that influence the image and the perception of a brand with regards to sentiment and reputation. For this reason we developed the Travel Appeal Index (coming soon!) which lets you see yourself through the eyes of others, understand what they think about you, hear what they say about you and why they prefer you. You can check the health of your digital ecosystem constantly and in real time, as well as your strengths and any potential criticism, helping you to improve your business marketing strategy or that of the local area in which you operate.
For #iloveischia and #travelnext, events aiming to discuss and learn about tourism-related topics, we have presented two “light” pieces of research that analyse the reputation of and the sentiment for Ischia and Trentino respectively
ISCHIA: WELCOMING YES, BUT NOT VERY SOCIAL MEDIA AND WEB ORIENTED
We monitored 330 businesses and a total of 34822 reviews posted on Tripadvisor and Booking.com, two world leaders in the world of travel. We monitored for the period between May and December 2013.
85% of reviews in the clusters analysed were positive, however we conducted an in-depth investigation to ascertain what can positively or negatively influence an opinion.
For instance, we identified a certain amount of sensitivity in relation to free technological services (mostly wifi); the word “additional” was perceived negatively with regards to “cost”.
An analysis of the digital ecosystem, or rather of the official channels of the destination, did however reveal issues relating to the quality of its content and the fact that social media was not well managed.
IN TRENTINO QUALITY RULES
The same analysis method was applied to Trentino, a destination that has invested a great deal in destination marketing involving both offline and online strategies.
In Trentino we monitored 1924 businesses. Out of the 41213 comments that were analysed, we extracted 337473 opinions. We monitored for the same period of time as Ischia; the difference in the volume and quantity of data is due to the different total number of businesses monitored (330 for Ischia vs. 1924 for Trentino) though it also highlights the short season in Trentino.
88% of opinions were positive, although a great number of reviews expressed negativity in relation to the cost of main services, that is room prices, food, general services.
Great staff and the quality of the food accounted for the majority of positive reactions. When grouping together opinions expressing surprise, it was noted that the guests were sensitive to the so-called “wow factor” which has a positive influence on the experience.
In this case, we were able to analyse the reliability of the reviews (a topic very close to hoteliers’ hearts) with just 13% of users seeming suspicious.