Using Twitter Data for Cruise Tourism Marketing and Research
Journal of Travel & Tourism MarketingPublished 4 September 2015
Seunghyun “Brian” Park, Chihyung Ok, Bongsug Chae
Citations125
SJR quartileQ1
SJR score2.30
SNIP2.13
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Abstract
The need to understand how social media affect the hospitality and tourism field has increased. This paper discusses and demonstrates social media analytics using Twitter data referring to cruise travel. This research also includes an in-depth analysis of tweets by three types of user groups: commercial, news/blogs, and private. The results show that not only were words related to travel, destination, industry, and emotion most frequently used in composing tweets, but celebrities, professional bloggers, cruise lines, and travel agencies actually led major subgroups on cruise topics on Twitter. Based on such findings, this study provides feasible marketing strategies.
Keywords
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