Social media sentimentas an additional performance measure? Examples from iconic theme park destinations

Abstract

This analysis quantifies social media data collected for two iconic theme park destinations. Disney World and SeaWorld were studied in-depth using social media analytics, and the findings were compared to publicly available performance measures. The scale and length of social media topics discussed differed significantly, and there was mixed evidence of correlations between social media sentiment and other public performance measures. As the role of social media contributions to selecting retailers and service providers develops, understanding the sentiment around well-known organizations and potential impacts of major events can aid decision makers in the retailing of consumer services.