What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram

[EN] More and more tourists are sharing their experiences on their social media through a combination of photos, texts, and hashtags. But there is a scarcity of studies in literature on analyzing tourists’ visual content in relation to tourism destinations. To address this gap in literature, this st...

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Autores: Blanco Moreno, Sofía, González Fernández, Ana María, Muñoz Gallego, Pablo Antonio, Egger, Roman
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2024
País:España
Institución:Universidad Rey Juan Carlos
Repositorio:BULERIA. Repositorio Institucional de la Universidad de León
OAI Identifier:oai:buleria.unileon.es:10612/20223
Acceso en línea:https://www.nature.com/articles/s41599-024-02859-z
https://hdl.handle.net/10612/20223
Access Level:acceso abierto
Palabra clave:Marketing
Turismo
Tourism experience
Instagram
Social media
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repository_id_str
spelling What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to InstagramBlanco Moreno, SofíaGonzález Fernández, Ana MaríaMuñoz Gallego, Pablo AntonioEgger, RomanMarketingTurismoTourism experienceInstagramSocial media[EN] More and more tourists are sharing their experiences on their social media through a combination of photos, texts, and hashtags. But there is a scarcity of studies in literature on analyzing tourists’ visual content in relation to tourism destinations. To address this gap in literature, this study explores how and with whom users express the greatest happiness in holiday destinations, and how they share it with their community, through a mixed methods approach composed of analysis of images, text, and metadata. This approach allows us to address the objective of this research, which is the prediction of the happiness felt by tourists during their experience, using innovative techniques that allow the independent variables to be obtained. To predict tourist satisfaction, two sources of data, photos and texts, are analyzed: a novel approach and little explored in the literature, but necessary due to the interaction of both variables. This study applies various artificial intelligence analyses on visual content (deep learning), and textual and metadata content (machine learning) to 39,235 Instagram posts shared by tourists since the emergence of Instagram thirteen years ago, at a cultural and gastronomic tourist destination. The findings of the visual content analysis showed that socialization and company, that is, traveling and interacting with people, was a key aspect of a positive tourism experience. In addition, the gender of the people with whom they traveled, and the tourist’s narcissism were also key aspects in the generation and expression of positive emotions. Regarding the analysis of the textual content, the results showed that when tourists enjoyed a positive experience, they became more involved in the generation of content, that is, they showed their happiness through positive words.SISpringerComercializacion e Investigacion de MercadosFacultad de Ciencias Economicas y Empresariales2024info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionhttps://www.nature.com/articles/s41599-024-02859-zhttps://hdl.handle.net/10612/20223reponame:BULERIA. Repositorio Institucional de la Universidad de Leóninstname:Universidad Rey Juan CarlosIngléshttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:buleria.unileon.es:10612/202232026-06-24T12:43:27Z
dc.title.none.fl_str_mv What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram
title What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram
spellingShingle What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram
Blanco Moreno, Sofía
Marketing
Turismo
Tourism experience
Instagram
Social media
title_short What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram
title_full What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram
title_fullStr What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram
title_full_unstemmed What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram
title_sort What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram
dc.creator.none.fl_str_mv Blanco Moreno, Sofía
González Fernández, Ana María
Muñoz Gallego, Pablo Antonio
Egger, Roman
author Blanco Moreno, Sofía
author_facet Blanco Moreno, Sofía
González Fernández, Ana María
Muñoz Gallego, Pablo Antonio
Egger, Roman
author_role author
author2 González Fernández, Ana María
Muñoz Gallego, Pablo Antonio
Egger, Roman
author2_role author
author
author
dc.contributor.none.fl_str_mv Comercializacion e Investigacion de Mercados
Facultad de Ciencias Economicas y Empresariales
dc.subject.none.fl_str_mv Marketing
Turismo
Tourism experience
Instagram
Social media
topic Marketing
Turismo
Tourism experience
Instagram
Social media
description [EN] More and more tourists are sharing their experiences on their social media through a combination of photos, texts, and hashtags. But there is a scarcity of studies in literature on analyzing tourists’ visual content in relation to tourism destinations. To address this gap in literature, this study explores how and with whom users express the greatest happiness in holiday destinations, and how they share it with their community, through a mixed methods approach composed of analysis of images, text, and metadata. This approach allows us to address the objective of this research, which is the prediction of the happiness felt by tourists during their experience, using innovative techniques that allow the independent variables to be obtained. To predict tourist satisfaction, two sources of data, photos and texts, are analyzed: a novel approach and little explored in the literature, but necessary due to the interaction of both variables. This study applies various artificial intelligence analyses on visual content (deep learning), and textual and metadata content (machine learning) to 39,235 Instagram posts shared by tourists since the emergence of Instagram thirteen years ago, at a cultural and gastronomic tourist destination. The findings of the visual content analysis showed that socialization and company, that is, traveling and interacting with people, was a key aspect of a positive tourism experience. In addition, the gender of the people with whom they traveled, and the tourist’s narcissism were also key aspects in the generation and expression of positive emotions. Regarding the analysis of the textual content, the results showed that when tourists enjoyed a positive experience, they became more involved in the generation of content, that is, they showed their happiness through positive words.
publishDate 2024
dc.date.none.fl_str_mv 2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://www.nature.com/articles/s41599-024-02859-z
https://hdl.handle.net/10612/20223
url https://www.nature.com/articles/s41599-024-02859-z
https://hdl.handle.net/10612/20223
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Springer
publisher.none.fl_str_mv Springer
dc.source.none.fl_str_mv reponame:BULERIA. Repositorio Institucional de la Universidad de León
instname:Universidad Rey Juan Carlos
instname_str Universidad Rey Juan Carlos
reponame_str BULERIA. Repositorio Institucional de la Universidad de León
collection BULERIA. Repositorio Institucional de la Universidad de León
repository.name.fl_str_mv
repository.mail.fl_str_mv
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