Reputation in online media.
The case of cultural destinations
International Summer School of Cultural Tourism
University of Zadar
dr. Elena Marchiori
webatelier.net laboratory
Università della Svizzera italiana
Lugano, Switzerland
25, 08, 2015
AGENDA:
1.
2.
3.
4.
Jakobson’s Model of Communication
Online Communication Model (OCM)
Tourism Experiences and Online Communication
The Reputation construct
 Measuring Cultural Destination Reputation in
Online Media
 Case studies
Jakobson’s Model of Communication
Jakobson’s Model of Communication
(R. O. Jakobson’s Model of Communication, 1960)
Jakobson’s Model of Communication
Model components
Factors description
Sender
Who sends a message
Message
The information sent by the addresser
Receiver
The one to whom the message is delivered
Context
The general environment to which the message
refers or exists in
Code
Contact
The mean through which the ‘addresser’ and the
‘addressee’ communicate
The physical channel and psychological
connection between the addresser and the
addressee, enabling both of them to enter and
stay in communication
Application of Jakobson’s Communication Model in the
Tourism domain
Model components
Online Tourism Domain Application
Sender
The website owner/user who posts a message
(can be an institutional, non-institutional source).
In the online environment is possible to identify a
multi-senders.
Message
The information published online, and the physical
characteristics of the landing page of the websites
within which the message is shaped.
Receiver
The person who accesses the message (can be a
prospect traveler or an organization). In the online
environment there a multi-receivers.
Context
The tourism destination itself.
Code
Texts, videos, photos, audio…
Contact
The web channel (used as info source or
communication channel by the addressees).
Online Communication Model (OCM)
Info market
Users
People who
manage
Software/hardware
contents and
functionalities
Online Communication Model (OCM)
evaluation
(Cantoni and Tardini, 2006)
Tourism Experiences and
Online Communication
Tourism Experiences and Online Communication
Pre-travel
On-sitedestination
Post-travel
Tourism Experiences and Online Communication
Pre-travel
Tourism Experiences and Online Communication
On-sitedestination
Tourism Experiences and Online Communication
Post-travel
In-depth analysis of:
Reputation in Online Media
Defining Reputation
Cultural identity
 tension 
Commerce
eWOM
IN = mental representation  IMAGE
perception of attributes (I think)
OUT = verbalization  REPUTATION
opinion shared among a group of stakeholders (we tell)
Reputation must be communicated in order to be effective
ONLINE:
perceived + interpreted
RE PUTO
Linguistic perspective:
REPUTATION is a de-verbal noun,
derived from the latin verb:
considering something in a
specific way, at the same time
acknowledging that others may
have different opinions.
Prefix
Verb
I can “puto”
(= “have the
opinion”)
exact information
I cannot say “puto”
but have to say
“cognosco”/”know”.
(Rigotti et al., 2006)
RE PUTO
Prefix
Verb
Puto -
1. opinion
2. stakeholder
3. relevant object
a. multidimensional experience
b. set of reference
values/standards
c. direct /
mediated
RE PUTO
Prefix
Verb
the prefix “Re-”, which means iteration of something,
4. social/group of people
re-
5. long-term/stable
puto
puto
puto
puto
puto
puto
Reputation:
Re 4. social/group of people5. long-term/stable
Puto 1. opinion
3. relevant object
2. stakeholder
a. multidimensional experience
b. set of reference
values/standards
c. direct /
mediated
Defining Reputation in Online Media
Reputation in Online Media:
Longitudinal Study
(professional tools)
Information provided by
different sources
Re -
4. social/group of people 5. long-term/stable
Puto 1. opinion
2. stakeholder
Authors,
website’ s
owner
3. relevant object
a. multidimensional experience
b. set of reference
values/standards
c. direct /
mediated
Judgments/ feelings expressed on the online
conversation
Tourism
destination
multidimensional
categories
offline
online
Benefits from an online reputation analysis:
•
•
•
•
•
•
monitor mentions on social media platforms in real time
categorize reviews based on topics, and also on importance
or urgency
review past and current trends
compare own online presence with the one from
competitors
manage customer feedback such as sending immediate
responses to reviews
cover missing and/or balance biased information
Benefits from an online
reputation analysis
Reputation Online
The case of Cultural
Destinations
Some issues for site managers:




Project a consistent message
Clear communication of the destination cultural
attractiveness
Official recognition/Labels (e.g. UNESCO cultural
heritage, 2015 National cultural capital of…)
Deal with the tension between the need of
protection/conservation vs. promotion of the site
To discuss…
Tripadvisor Travelers Choice 2015
Things to do in Zadar
Twitter #zadar
Facebook places
Measuring Destination
Reputation in Online Media
 The online context
Relevance of social media
URL
Possibility to reply
www.ab‐in‐den‐urlaub.de/
No
www.activehotels.com
No
www.alpharooms.com
Yes
www.atrapalo.com
Privately only
www.bookassist.com
No
www.booking.com
www.cheqqer.nl
www.ciao.com
www.citysearch.com
No
No
No
Yes
www.easytobook.com
Yes
www.ebookers.com
No
www.expedia.com
www.facebook.com (public pages)
Yes
Yes
www.fastbooking.com
No
www.flickr.com
www.fodors.com
www.frommers.com
www.globalhotelreview.com
Yes
No
No
Yes
www.holidaywatchdog.com
Yes
www.holidaycheck.com
Yes
www.holidays‐uncovered.co.uk
Yes
www.hotels.com
www.hotelscombined.com
Yes
Yes
www.hotelsearch.com
Yes
www.hotwire.com
www.hrs.com
www.igougo.com
No
No
Yes
URL!
Possibility to reply
www.insiderpages.com
No
www.jalan.net
No
www.kayak.com
Yes
www.LateRooms.com
Yes
www.letsbookhotel.com
www.logitravel.com
www.mytravelguide.com
www.orbitz.com
Yes
Yes
No
Yes
www.otel.com
No
www.priceline.com
No
www.qype.com
www.priceline.com
Yes
Yes
www.ratestogo.com
www.reviewcentre.com
www.roomsnet.com
www.simonseeks.com
Yes
Yes
Yes
Yes
www.splendia.com
Yes
www.superbreak.com
No
www.HRS.com
No
www.realholidayreports.com
www.ratestogo.com
No
Yes
www.reviewcentre.com
Yes
www.travelocity.com
www.travelpost.com
www.tripadvisor.com
www.triptake.com
No
Yes
Yes
No
URL!
www.trivago.com
www.tui.com
www.venere.com
Possibility to reply
Yes
No
www.vinivi.com
www.virtualtourist.com
www.weg.de
www.travel.yahoo.com
www.yelp.com
www.youtube.com
www.zoover.com
Yes
No
No
No
Yes
Yes
Yes
Source: ReviewPro
Yes
Content Analysis (human-coding)
Measuring
Reputation in
Online Media
Simulation of online search
Time consuming, but
More accurate/interpretation of
the data
Listening = Learning!
Use of tools
Tools (some examples)
Free
http://www.google.it/alerts
http://socialmention.com/
http://www.whostalkin.com/
http://ubersuggest.org/
https://ifttt.com/
http://www.naymz.com/
Pay
http://www.brandwatch.com
http://www.trackur.com/
http://sproutsocial.com/
http://www.socialreport.com/
http://www.brandseye.com/
Tourism (pay)
http://www.brand-karma.com/
http://www.reviewpro.com/
http://www.trustyou.com/
http://www.bookingexpert.it/brand-reputation.html
Two main directions for content classification:
1) a bottom-up/inductive approach
2) top-down deductive approach
1) a bottom-up/inductive approach:
creation of topic categories after the content analysis.
Performing a data collection
Step 1: browse the www.tripadvisor.com homepage
Step 2: select “Destinations” option in the search bar and
type the name of the destination, e.g. “Matera”, then click on
“Find destinations”
Step 3: click on “Attractions” on the right column enter in the
destination section, corresponding to the first result of the
search, that is the attraction n. 1 in the destination
Step 4: put the option “Any” in the Language box of the
comments
1) a bottom-up/inductive approach:
Following a saturation approach, every time a new topic
is recognized, it is classified in a new category, until no
new categories are found. This approach allows to
create custom analysis and have a precise map of the
topics associated with our own destination.
Case study
Sassi of Matera – Case study
Review Rating
Reviewer's origin
5/5
4/5
3/5
1/5
Tot.
Italy
310
Rest of Europe + Russia
59
USA + Canada
21
Unknown
15
Latin America
Asia
Australia
7
6
2
372
42
5
1
420
Sassi of Matera
Case study
Topics in Online
Travel Reviews
about Matera
Topics
View/ Panorama
Night
Religion and churches
Local cuisine
Nativity scene
People
UNESCO WHS
European Capital of Culture
(ECOC)
Environment & Maintenance
Museums
Craftsmanship
Cinetourism
Architecture
Destination comparison
Accommodation
Nightlife
Shopping
Sport
Book “Christ stopped at Eboli”
Hot air balloon festival
Sculpture
N.
88
81
50
47
41
38
36
32
31
29
26
26
21
16
14
13
8
4
3
2
1
Sassi of Matera – Case study
Positive and negative arguments
Positive arguments (81%)
Negative arguments (19%)
• Favorite destination
• Like no other place seen
before
• Desire of coming back
• Reality beyond imagination
• To feel in another dimension
• Pride
• Cleanliness
• Welcoming attitude
• Peaceful and relaxing
atmosphere
•
•
•
•
•
•
•
•
•
•
Difficulty to move around
Perception problems
State of neglect and abandon
Tourist exploitation
Summer heat
Traffic and pollution
Not suitable for disabled
Tourist guides intrusion
Too expensive services
Elements ruining the
landscape
• Accessibility
Two main directions for content classification:
1) a bottom-up/inductive approach
creation of topic categories after the content analysis
2) top-down deductive approach
topic categories are created before the content analysis
using a pre-established model
systematic analysis of the object to be undertaken
perform comparison and ranking among (similar) destinations
RepTrak Model
Reputation Institute
www.goodcountry.org
DORM (Destination Online Reputation Model)
Core
Dimensions
Products and
Services
(Subcategories: )
Accommodation
Food & Beverage
Site Attractions
Events
Entertainment
Transportation
Infrastructure
Other
Society
Governance
Environment
Performance
Drivers
1 Destination offers a satisfying tourism product
2 [D] offers a pleasant atmosphere
3 [D] offers products and services that are good value
4 [D] presents accurate information of their products and services
5 [D] offers interesting local culture and traditions
6 [D] has hospitable residents
7 Tourism industry and organizations cooperate and interact
8 [D] presents innovative and/or improved products and services
9 [D] has a high eco-awareness
10 [D] has a favorable weather
11 [D] offers a safe environment
12 [D] presents an accurate image
13[D] meets my expectations
14 [D] offers a satisfying tourism experience
Marchiori E., Inversini A., Cantoni L., Dedekind, C. (2010). Towards a Tourism Destination Reputation Model. A first step. Proceedings of the 6th International
Conference "Thought Leaders in Brand Management. Lugano, Switzerland
Marchiori E., Inversini A., Cantoni L., Da Col, S, (2011) Classifying online conversations about Tourism Destinations. A tourist perspective. Proceedings of the
7th International Conference "Thought Leaders in Brand Management", Lugano, Switzerland
Step 1: query selection
Keywords:
accommodation,
tourism,
visit,
attractions,
activities,
restaurants,
events
Step 2: URL coding
UGC typology
UGC
Reputational Dimension
Not UGC
Sentiment/
feelings
expressed
Touristic Segment
URL typology
url not relevant
url not working
Esempio: Bed&Breakfast, Travel
Media, Attractions/Theme
Parks, Restaurants, Tour
Operators, Hotels...).
 UGC = USER GENERATED CONTENTS
Step 3: UGCs classification
UGC typology
UGC
Reputational Dimension
Not UGC
Sentiment/
feelings
expressed
Touristic Segment
URL typology
url not relevant
url not working








Virtual Community (e.g. Lonely Planet, IgoUgo.com);
Consumer Review (e.g. Tripadvisor.com);
Blogs and blog aggregators (e.g. personal blog, blog
Social Networks (e.g. Facebook);
Media Sharing (Photo/Video sharing – e.g. Flickr, You
Microblog (e.g. Twitter, Tumblr)
Wikipedia (e.g. Wikipedia, Wikitravel)
Other
Step 4: topic and sentiment classification
UGC typology
UGC
Reputational Dimension
Not UGC
URL typology
url not relevant
url not working
Touristic Segment
Sentiment/
feelings
expressed
Case studies
Ticino
Malta
English Speaking
France Speaking
Italian Speaking
http://www.visitmalta.com
http://www.tripadvisor.fr
http://www.tripadvisor.com
http://www.choosemalta.com
http://www.ordinedimaltait http://www.tripadvisor.es
alia.org
http://www.trivago.it
http://www.visitmalta.com
http://www.holiday-malta.com http://www.visitmalta.com
http://www.tripadvisor.it
Spanish Speaking
http://www.ciao.es
http://malta.mydestinationinf
o.com
http://www.choosemalta.com
http://malta.mydestinationinfo. http://it.answers.yahoo.co
com
m
http://www.google.fr
http://www.visitmalta.com
http://www.sprachcaffe.com
http://www.holidaysmalta.com
http://www.facebook.com
http://www.petitfute.com
http://turistipercaso.it
http://www.google.es
http://www.cityzeum.com
http://www.tripadvisor.co.uk
http://www.routard.com
http://www.maltahotels.com.
mt
http://www.iexplore.com
http://www.ordredemaltefranc
e.org
http://www.qype.fr
http://www.amlanguage.co http://www.triplemalta.com
m
http://www.youtube.com
http://malta.mydestinationinfo.
com
http://www.google.it
http://malta.costasur.com
http://www.airmalta.com
http://www.tripadvisor.com.mx
http://www.trivago.es
Malta
English
Shortcomings
Product &
Services
82.7%
Accessibility
Transportation
Society
22.4%
Governance
2.0%
Environment
7.1%
Performance
5.1%
French
Product &
Services
87.8%
Society
Governance
24.5%
4.1%
Environment
Performance
Eco - Awareness
&
Italian
Shortcomings
Product &
Services
88.9%
Food & Beverage
Entertainment
Events
Society
Governance
Environment
Performance
20.0%
11.1%
4.4%
15.6%
Shortcomings
Innovation
Safety
Spanish Shortcomings
Product &
Services
Society
Governance
12.2%
Cooperation &
Innovation
Eco-awareness &
Safety
4.1%
Accurate Image
Performance
Environment
84.5%
24.1%
5.2%
8.6%
22.4%
Cooperation &
Innovation
Eco-awareness &
Safety
Sina Weibo Online representation of Switzerland: a
research conducted on Chinese social
network Sina Weibo
Dimensions
Products &
Services
Society
Five main tourism destination-related thematic dimensions
Code - Drivers
Sentiment expressed evaluation
Average sentiment
No. of posts
expressed
expressed sentiment
d1-Destination offers a satisfying tourism product
4.75
52
d2-D. offers a pleasant atmosphere
d3-D. offers products and services that are good value
for money
d4-D. presents accurate information of their products
and services
d5-D. offers interesting local culture and traditions
d6-D. has hospitable residents
Governance d7-D. tourism industry and organizations cooperate
and interact
d8-D. presents innovative and/or improved products
and services
Environment d9-D. has a high eco-awareness
d10-has a favorable weather
d11-D. offers a safe environment
Performance d12-D. presents an accurate image
d13-D.meets my expectation
d14-D. offers a satisfying tourism experience
New categories
Travel
d15-the user talks about tourist’ behaviors, stories
phenomena & involved the destination
stories
Willing to go d16-the user wishes to visit the destination
Effective
d17-The destination has a good official
official news
communication
4.78
3.84
94
19
4.91
11
5
4
4.67
5
6
1
5
1
5
3.92
4
4.97
3
4.80
4
7
2
30
6
64
5
23
4.98
4.97
128
67
BUCAREST, Romania
BUCAREST, Romania
Products and Services
D1: Destination offers a satisfying tourism product;
D2: offers a pleasant atmosphere;
D3: offers Products and Services that are good value for money;
D4: presents accurate information of their Products and Services
6
1
Monitoring the online reputation
is only one type of synergy with
ICTs
1. Widen Access
digital technologies enlarge the access to cultural
destination.
-
-
easier access to information
rich multimedia and updated info on dedicated or reference
websites and on other media sharing services
sharing of experiences on the web
2. Enrich Visit Experience
ICTs can enhance the visit experience itself.
- ICTs can help the visitor to reconstruct something that otherwise
would be difficult to rebuild, for example he/she can enjoy
multimedia services that reconstruct archeological sites, or
download mobile apps devoted to the site.
Other typical examples of digital services:
- translation services
- audio guides
- location based services (LBS)
- augmented reality (AR)
3. Increase Ownership and Promote
Interpersonal Encounters
ICTS are not going to substitute the experience itself, but are going to
support local experiences.
- Digital storytelling is a way to integrate local voices and knowledge
by implementing a local community’s sense of authenticity and
ownership.
- Gamification, for example the development of online games by site
managers is an involving and entertaining way to spread informal
learning both among locals and visitors.
- Listening to people’ voices, to online travel reviews, to online
comments and sentiments plays a crucial role.
4. Dis-Intermediate (Some) Relationships
ICTs can help local micro businesses to be seen online, so that a
larger share of tourism money could remain in local hands.
5. Upgrade Knowledge/Skills
ICTs are also a tool to learn (e.g.: eLearning, Open Educational
Resources and Massive Open Online Courses), which provides a
very high level of flexibility and accessibility, so important for people
who cannot afford – for family- or economic- or logistic-related
reasons – to attend regular courses/curricula.
www.unescochair.usi.ch
prof. Lorenzo Cantoni
Thank you!
[email protected]
eTourism: Communication Perspectives
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