Enhancing Tourism Digital Content Engagement through Sentiment and Toxicity Analysis: Application of Perspective, Vader, and TextBlob Models
-
Yerik Afrianto Singgalen
*
Atma Jaya Catholic University of Indonesia, Jakarta,
Indonesia
(*) Corresponding Author
Abstract
This research examines the engagement with tourism digital content for Sumba Island through sentiment and toxicity analysis. The study uses advanced models such as Perspective, Vader, and TextBlob to reveal an average toxicity score of 0.04066, indicating minimal harmful language. Sentiment classification shows a predominantly positive reception, with VADER identifying 81.69% positive, 12.96% neutral, and 5.35% negative sentiments. TextBlob analysis supports these findings, confirming the robustness of the sentiment evaluation. The research underscores the effectiveness of well-crafted digital content in promoting positive user engagement while maintaining low toxicity. The urgency of this research is emphasized by the increasing reliance on digital platforms for tourism marketing, where understanding audience perception is crucial for effective strategy development. The study employs the Digital Content Reviews and Analysis Framework, which ensures systematic data processing and comprehensive evaluation. This framework includes data cleansing, sentiment, toxicity scoring, and rigorous evaluation using multiple analytical models to enhance the reliability and applicability of the findings. Future recommendations include expanding the analysis to encompass visual content and non-English comments and incorporating advanced multimodal techniques to capture a holistic view of digital content engagement. Addressing these areas will further enrich the understanding and impact of tourism digital content, driving more effective and engaging marketing strategies in the competitive digital landscape.
Downloads
References
B. Garner and D. Kim, "Analyzing user-generated content to improve customer satisfaction at local wine tourism destinations: an analysis of Yelp and TripAdvisor reviews," Consum. Behav. Tour. Hosp., vol. 17, no. 4, pp. 413–435, Jan. 2022, doi: 10.1108/CBTH-03-2022-0077.
R. Correia, M. Cunha, A. Carvalho, and B. Sousa, "The (wasted) potential of digital communication in low-density destinations: the case of three Portuguese municipalities," J. Hosp. Tour. Insights, vol. 7, no. 2, pp. 723–742, Jan. 2024, doi: 10.1108/JHTI-09-2022-0422.
T. Chauhan, S. Sindhu, and R. S. Mor, "Modelling the factors impacting customer engagement for branded content in healthcare," Int. J. Pharm. Healthc. Mark., vol. 18, no. 1, pp. 102–121, Jan. 2024, doi: 10.1108/IJPHM-03-2022-0030.
J. Bowden and A. Mirzaei, "Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives," Eur. J. Mark., vol. 55, no. 5, pp. 1411–1439, Jan. 2020, doi: 10.1108/EJM-01-2018-0007.
L. Florido-Benítez, "The impact of tourism promotion in tourist destinations: a bibliometric study," Int. J. Tour. Cities, vol. 8, no. 4, pp. 844–882, Jan. 2022, doi: 10.1108/IJTC-09-2021-0191.
M. Mariani, S. Bresciani, and G. B. Dagnino, "The competitive productivity (CP) of tourism destinations: an integrative conceptual framework and a reflection on big data and analytics," Int. J. Contemp. Hosp. Manag., vol. 33, no. 9, pp. 2970–3002, Jan. 2021, doi: 10.1108/IJCHM-09-2020-1102.
E. K. K. Tsetse, M. A. Mahmoud, C. Blankson, and R. Odoom, "The impact of stakeholder market orientation on sustainability performance at tourism destinations," Manag. Res. Rev., vol. 45, no. 7, pp. 929–955, Jan. 2022, doi: 10.1108/MRR-04-2021-0290.
G. Tripathi and P. Wasan, "Positioning of tourist destinations in the digital era: a review of online customer feedback," Worldw. Hosp. Tour. Themes, vol. 13, no. 2, pp. 275–290, Jan. 2021, doi: 10.1108/WHATT-09-2020-0122.
C. H. Perera, L. T. Van Nguyen, and R. Nayak, "Brand engagement on social media and its impact on brand equity in higher education: integrating the social identity perspective," Int. J. Educ. Manag., vol. 37, no. 6–7, pp. 1335–1359, Jan. 2023, doi: 10.1108/IJEM-05-2023-0260.
S. Bilderback, "Tides of change: employee training strategies for promoting risk-taking tourism in the North Sea," Mar. Econ. Manag., vol. 7, no. 1, pp. 67–78, Jan. 2024, doi: 10.1108/maem-01-2024-0002.
Y. D. Lestari, F. Saidah, and A. N. Aliya Putri, "Effect of destination competitiveness attributes on tourists' intention to visit halal tourism destination in Indonesia," J. Islam. Mark., vol. 14, no. 4, pp. 937–965, Jan. 2023, doi: 10.1108/JIMA-12-2020-0368.
L. J. Salangsang, M. J. Liwanag, and P. A. Notorio, "A content analysis of Asian countries' tourism video advertisements: a luxury travel perspective," Consum. Behav. Tour. Hosp., vol. 17, no. 1, pp. 76–88, Jan. 2022, doi: 10.1108/CBTH-05-2021-0141.
C. Ji, S. Mieiro, and G. Huang, "How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement," J. Res. Interact. Mark., vol. 16, no. 1, pp. 137–153, Jan. 2022, doi: 10.1108/JRIM-04-2020-0067.
M. S. Viñán-Ludeña and L. M. de Campos, "Analyzing tourist data on Twitter: a case study in the province of Granada at Spain," J. Hosp. Tour. Insights, vol. 5, no. 2, pp. 435–464, Jan. 2022, doi: 10.1108/JHTI-11-2020-0209.
S. M. C. Loureiro, R. G. Bilro, and A. Japutra, "The effect of consumer-generated media stimuli on emotions and consumer brand engagement," J. Prod. Brand Manag., vol. 29, no. 3, pp. 387–408, Jan. 2020, doi: 10.1108/JPBM-11-2018-2120.
E. Saad et al., "Determining the Efficiency of Drugs under Special Conditions from Users' Reviews on Healthcare Web Forums," IEEE Access, vol. 9, pp. 85721–85737, 2021, doi: 10.1109/ACCESS.2021.3088838.
K. Taiminen and C. Ranaweera, "Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing: The role of brand's helpfulness," Eur. J. Mark., vol. 53, no. 9, pp. 1759–1781, Jan. 2019, doi: 10.1108/EJM-10-2017-0794.
G. Taheri, F. Mohammadi, and M. Jami Pour, "What drives social co-creation in tourism? An empirical study," Foresight, vol. 26, no. 1, pp. 114–135, Jan. 2024, doi: 10.1108/FS-01-2023-0015.
D. Buhalis, A. Papathanassis, and M. Vafeidou, "Smart cruising: smart technology applications and their diffusion in cruise tourism," J. Hosp. Tour. Technol., vol. 13, no. 4, pp. 626–649, Jan. 2022, doi: 10.1108/JHTT-05-2021-0155.
E. S. Valenzuela-Gálvez, Á. Garrido-Morgado, and Ó. González-Benito, "Boost your email marketing campaign! Emojis as visual stimuli to influence customer engagement," J. Res. Interact. Mark., vol. 17, no. 3, pp. 337–352, Jan. 2023, doi: 10.1108/JRIM-02-2021-0033.
S. S. Matusse, X. Xi, and I. M. Joaquim, "Assessment of strategies to enhance the online presence of the Mozambican government website on tourism destination marketing," Int. Trade, Polit. Dev., vol. 7, no. 1, pp. 16–35, Jan. 2023, doi: 10.1108/itpd-07-2022-0012.
Y. Huang, J. Finsterwalder, N. (Chris) Chen, and F. R. L. Crawford, "Online student engagement and place attachment to campus in the new service marketplace: an exploratory study," J. Serv. Mark., vol. 36, no. 4, pp. 597–611, Jan. 2022, doi: 10.1108/JSM-04-2021-0148.
P. Rajapaksha, R. Farahbakhsh, and N. Crespi, "BERT, XLNet or RoBERTa: The Best Transfer Learning Model to Detect Clickbaits," IEEE Access, vol. 9, pp. 154704–154716, 2021, doi: 10.1109/ACCESS.2021.3128742.
J.-H. Kim, S.-W. Park, J.-Y. Kim, J. Park, S.-H. Jung, and C.-B. Sim, "RoBERTa-CoA: RoBERTa-Based Effective Finetuning Method Using Co-Attention," IEEE Access, vol. 11, pp. 120292–120303, 2023, doi: 10.1109/ACCESS.2023.3328352.
R. Anggrainingsih, G. M. Hassan, and A. Datta, "CE-BERT: Concise and Efficient BERT-Based Model for Detecting Rumors on Twitter," IEEE Access, vol. 11, pp. 80207–80217, 2023, doi: 10.1109/ACCESS.2023.3299858.
K. L. Tan, C. P. Lee, K. S. M. Anbananthen, and K. M. Lim, "RoBERTa-LSTM: A Hybrid Model for Sentiment Analysis With Transformer and Recurrent Neural Network," IEEE Access, vol. 10, pp. 21517–21525, 2022, doi: 10.1109/ACCESS.2022.3152828.
S. Salim and O. Lahcen, "A BERT-Enhanced Exploration of Web and Mobile Request Safety Through Advanced NLP Models and Hybrid Architectures," IEEE Access, vol. 12, pp. 76180–76193, 2024, doi: 10.1109/ACCESS.2024.3406413.
J. Seo, S. Lee, L. Liu, and W. Choi, "TA-SBERT: Token Attention Sentence-BERT for Improving Sentence Representation," IEEE Access, vol. 10, pp. 39119–39128, 2022, doi: 10.1109/ACCESS.2022.3164769.
P. Thiengburanathum and P. Charoenkwan, "SETAR: Stacking Ensemble Learning for Thai Sentiment Analysis Using RoBERTa and Hybrid Feature Representation," IEEE Access, vol. 11, pp. 92822–92837, 2023, doi: 10.1109/ACCESS.2023.3308951.
A. S. Imran, H. Hodnefjeld, Z. Kastrati, N. Fatima, S. M. Daudpota, and M. A. Wani, "Classifying European Court of Human Rights Cases Using Transformer-Based Techniques," IEEE Access, vol. 11, pp. 55664–55676, 2023, doi: 10.1109/ACCESS.2023.3279034.
H. Zhang, S. Sun, Y. Hu, J. Liu, and Y. Guo, "Sentiment Classification for Chinese Text Based on Interactive Multitask Learning," IEEE Access, vol. 8, pp. 129626–129635, 2020, doi: 10.1109/ACCESS.2020.3007889.
A. Singh and S. Munjal, "How is the hospitality and tourism industry in India responding to the dynamic digital era?," Worldw. Hosp. Tour. Themes, vol. 13, no. 2, pp. 163–167, Jan. 2021, doi: 10.1108/WHATT-09-2020-0118.
W. G. Ryan, A. Fenton, W. Ahmed, and P. Scarf, "Recognizing events 4.0: the digital maturity of events," Int. J. Event Festiv. Manag., vol. 11, no. 1, pp. 47–68, Jan. 2020, doi: 10.1108/IJEFM-12-2019-0060.
W. Tafesse and B. P. Wood, "Social media influencers' community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation," J. Prod. Brand Manag., vol. 32, no. 3, pp. 406–419, Jan. 2023, doi: 10.1108/JPBM-02-2022-3851.
P. Wang and Q. Huang, "Digital influencers, social power and consumer engagement in social commerce," Internet Res., vol. 33, no. 1, pp. 178–207, Jan. 2023, doi: 10.1108/INTR-08-2020-0467.
E. E. Vazquez, "Effects of enduring involvement and perceived content vividness on digital engagement," J. Res. Interact. Mark., vol. 14, no. 1, pp. 1–16, Jan. 2020, doi: 10.1108/JRIM-05-2018-0071.
A. Yousaf, I. Amin, D. Jaziri, and A. Mishra, "Effect of message orientation/vividness on consumer engagement for travel brands on social networking sites," J. Prod. Brand Manag., vol. 30, no. 1, pp. 44–57, Jan. 2021, doi: 10.1108/JPBM-08-2019-2546.
K. Yawised, D. Apasrawirote, M. Chatrangsan, and P. Muneesawang, "Travelling in the digital world: exploring the adoption of augmented reality (AR) through mobile application in hospitality business sector," J. Adv. Manag. Res., vol. 20, no. 4, pp. 599–622, Jan. 2023, doi: 10.1108/JAMR-01-2023-0023.
L. Ryan Bengtsson and J. Edlom, "Commodifying participation through choreographed engagement: the Taylor Swift case," Arts Mark., vol. 13, no. 2, pp. 65–79, Jan. 2023, doi: 10.1108/AAM-07-2022-0034.
E. Saad et al., "Determining the Efficiency of Drugs Under Special Conditions From Users' Reviews on Healthcare Web Forums," IEEE Access, vol. 9, pp. 85721–85737, 2021, doi: 10.1109/ACCESS.2021.3088838.
M. F. A. Gadi and M. Á. Sicilia, "Annotators' Selection Impact on the Creation of a Sentiment Corpus for the Cryptocurrency Financial Domain," IEEE Access, vol. 11, pp. 131081–131088, 2023, doi: 10.1109/ACCESS.2023.3334260.
R. K. Lomotey, S. Kumi, M. Hilton, R. Orji, and R. Deters, "Using Machine Learning to Establish the Concerns of Persons With HIV/AIDS During the COVID-19 Pandemic From Their Tweets," IEEE Access, vol. 11, pp. 37570–37601, 2023, doi: 10.1109/ACCESS.2023.3267050.
M. Khalid et al., "Novel Sentiment Majority Voting Classifier and Transfer Learning-Based Feature Engineering for Sentiment Analysis of Deepfake Tweets," IEEE Access, vol. 12, pp. 67117–67129, 2024, doi: 10.1109/ACCESS.2024.3398582.
S. Bengesi, T. Oladunni, R. Olusegun, and H. Audu, "A Machine Learning-Sentiment Analysis on Monkeypox Outbreak: An Extensive Dataset to Show the Polarity of Public Opinion From Twitter Tweets," IEEE Access, vol. 11, pp. 11811–11826, 2023, doi: 10.1109/ACCESS.2023.3242290.
S. Liasidou, G. Berjozkina, and K. Pipyros, "Mitigating seasonality in tourism by attracting young travellers: evidence from Cyprus," Worldw. Hosp. Tour. Themes, vol. 14, no. 5, pp. 461–469, Jan. 2022, doi: 10.1108/WHATT-07-2022-0077.
A. F. Abbas, M. G. Khwaja, A. Z. Abbasi, and A. Hameed, "Market mavenism, tourists' co-creation experience, loyalty, vaxication intention: mediating role of travel incentives in the post-COVID-19 environment," Consum. Behav. Tour. Hosp., vol. 18, no. 4, pp. 532–550, Jan. 2023, doi: 10.1108/CBTH-01-2023-0007.
V. Kaushal and R. Yadav, "Exploring luxury hospitality customer experience of Maldives tourists amidst COVID-19 pandemic," Consum. Behav. Tour. Hosp., vol. 19, no. 1, pp. 140–165, Jan. 2024, doi: 10.1108/CBTH-04-2022-0085.
E. Ballester, C. Ruiz-Mafé, and N. Rubio, "Females' customer engagement with eco-friendly restaurants in Instagram: the role of past visits," Int. J. Contemp. Hosp. Manag., vol. 35, no. 6, pp. 2267–2288, Jan. 2023, doi: 10.1108/IJCHM-02-2022-0178.
A. M. Morrison, S. Bag, and K. Mandal, "Virtual reality's impact on destination visit intentions and the moderating role of amateur photography," Tour. Rev., vol. 79, no. 2, pp. 355–377, Jan. 2024, doi: 10.1108/TR-12-2022-0621.
F. T. Giuntini et al., "Modeling and Assessing the Temporal Behavior of Emotional and Depressive User Interactions on Social Networks," IEEE Access, vol. 9, pp. 93182–93194, 2021, doi: 10.1109/ACCESS.2021.3091801.
T. Hassan and M. I. Saleh, "Tourism metaverse from the attribution theory lens: a metaverse behavioral map and future directions," Tour. Rev., vol. 79, no. 5, pp. 1088–1104, Jan. 2024, doi: 10.1108/TR-07-2023-0516.
J. Song, H. Moon, and M. Kim, "When do customers engage in brand pages? Effects of social presence," Int. J. Contemp. Hosp. Manag., vol. 31, no. 9, pp. 3627–3645, Jan. 2019, doi: 10.1108/IJCHM-10-2018-0816.
W. K. S. Leung, M. K. Chang, M. L. Cheung, and S. Shi, "VR tourism experiences and tourist behavior intention in COVID-19: an experience economy and mood management perspective," Inf. Technol. People, vol. 36, no. 3, pp. 1095–1125, Jan. 2023, doi: 10.1108/ITP-06-2021-0423.
W. K. S. Leung, M. L. Cheung, M. K. Chang, S. Shi, S. Y. Tse, and L. Yusrini, "The role of virtual reality interactivity in building tourists' memorable experiences and post-adoption intentions in the COVID-19 era," J. Hosp. Tour. Technol., vol. 13, no. 3, pp. 481–499, Jan. 2022, doi: 10.1108/JHTT-03-2021-0088.
M. Simoni, A. Sorrentino, D. Leone, and A. Caporuscio, "Boosting the pre-purchase experience through virtual reality. Insights from the cruise industry," J. Hosp. Tour. Technol., vol. 13, no. 1, pp. 140–156, Jan. 2022, doi: 10.1108/JHTT-09-2020-0243.
D. Buhalis, M. S. Lin, and D. Leung, "Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing," Int. J. Contemp. Hosp. Manag., vol. 35, no. 2, pp. 701–716, Jan. 2023, doi: 10.1108/IJCHM-05-2022-0631.
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Enhancing Tourism Digital Content Engagement through Sentiment and Toxicity Analysis: Application of Perspective, Vader, and TextBlob Models
Pages: 987-1000
Copyright (c) 2024 Yerik Afrianto Singgalen
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
