Network approach to tourist segmentation via user generated content

An approach to segmenting tourists using network analysis with user-generated content is demonstrated, in which tourist groups are defined a priori by their travel interests and age and this information is combined with visitation information.

Abstract

The study contributes to the tourism literature by demonstrating an approach to segmenting tourists using network analysis with user-generated content. Online reviews of destination attractions are considered as a proxy for visitation data reflective of tourists' interests. The connectivity between attractions is represented with a network of links created by tourists visiting and reviewing multiple attractions. Attraction clusters are revealed by segmenting this network using network analysis tools. Two segmentation solutions are provided: a posteriori, in which only review information is taken into account, and mixed, in which tourist groups are defined a priori by their travel interests and age, and this information is combined with visitation information. The findings are validated using geovisualization and by comparing them with randomly simulated models.