Abstract
In the digital age, social media and electronic word of mouth (eWOM) have fundamentally transformed several industries, including tourism. This paper explores how opinion mining (also known as sentiment analysis) can be a strategic tool for tourism stakeholders to extract and analyse data from social media reviews and posts. The aim is to provide actionable insights to enhance customer satisfaction and destination management by assessing the sentiment expressed in online content. From a methodological viewpoint, the implemented approach integrates qualitative and quantitative data with textual data to delve into opinions embedded in eWOM. The analyses help identify patterns and trends in tourists’ feedback, offering a valuable framework for understanding their behaviour and leveraging this information for the stakeholders’ specific purposes. A case study on Naples (Italy) highlights the potential of sentiment analysis in tourism, suggesting future research directions. Practical applications range from improving customer satisfaction and destination reputation to guiding marketing strategies and supporting sustainable tourism development.
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