prikaz prve stranice dokumenta Sentiment analysis of social media content in Croatian hotel industry
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Scientific paper - Original scientific paper
Sentiment analysis of social media content in Croatian hotel industry
Zbornik Veleučilišta u Rijeci, 9 (2021), 1; 37-57. https://doi.org/10.31784/zvr.9.1.
Baldigara, Tea; Mušanović, Jelena Mušanović; Dorčić, Jelena

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Baldigara, T., Mušanović, J. M. & Dorčić, J. (2021). Sentiment analysis of social media content in Croatian hotel industry. Zbornik Veleučilišta u Rijeci, 9. (1), 37-57. doi: 10.31784/zvr.9.1.

Baldigara, Tea, et al. "Sentiment analysis of social media content in Croatian hotel industry." Zbornik Veleučilišta u Rijeci, vol. 9, no. 1, 2021, pp. 37-57. https://doi.org/10.31784/zvr.9.1.

Baldigara, Tea, Jelena Mušanović Mušanović and Jelena Dorčić. "Sentiment analysis of social media content in Croatian hotel industry." Zbornik Veleučilišta u Rijeci 9, no. 1 (2021): 37-57. https://doi.org/10.31784/zvr.9.1.

Baldigara, T., Mušanović, J. M. and Dorčić, J. (2021) 'Sentiment analysis of social media content in Croatian hotel industry', Zbornik Veleučilišta u Rijeci, 9(1), pp. 37-57. doi: 10.31784/zvr.9.1.

Baldigara T, Mušanović JM, Dorčić J. Sentiment analysis of social media content in Croatian hotel industry. Zbornik Veleučilišta u Rijeci [Internet]. 2021 [cited 2025 February 19];9(1):37-57. doi: 10.31784/zvr.9.1.

T. Baldigara, J. M. Mušanović and J. Dorčić, "Sentiment analysis of social media content in Croatian hotel industry", Zbornik Veleučilišta u Rijeci, vol. 9, no. 1, pp. 37-57, 2021. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:191:947200. [Accessed: 19 February 2025]

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Metadata
Title (english)Sentiment analysis of social media content in Croatian hotel industry
Title (croatian)Sentimentalna analiza sadržaja društvenih medija hrvatske hotelske industrije
AuthorTea Baldigara
AuthorJelena Mušanović Mušanović
AuthorJelena Dorčić
Author's institutionUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (croatian)
Iako su društveni mediji postali svakodnevica u modernom društvu, brend komuniciranje i uključenost potrošača postali su ključni elementi marketinške strategije i uspjeha u sektoru turizma i ugostiteljstva. Revolucija društvenih medija, u marketingu, turizmu i ugostiteljstvu, pridonijela je razvoju sentimentalne analize sa stajališta strojnog učenja i obrade prirodnog jezika. Svrha ovog rada je: pružiti opći deskriptivni pregled komentara objavljenih od strane pratitelja Facebook stranice; identificirati specifične tekstualne karatkeristike objava hotelskih brendova na Facebook društvenoj mreži i primijeniti sentimentalnu analizu nad Facebook komentarima hotelskih brendova s četiri i pet zvjezdica u Hrvatskoj kako bi se identificirali i usporedili osjećaji, mišljenja i stavovi kupaca prema osoblju, uslugama i proizvodima koje hotelski brendovi promoviraju objavljivanjem poruka na Facebook stranicama. Da bi se analizirali sentimenti komentara pratitelja hotelskih brendova na Facebook društvenoj mreži, autori su prikupili ukupno 4.248 komentara i 2.373 objave na engleskom, njemačkom i talijanskom jeziku. Rezultati su pokazali da su komentari na stranicama hotelskih brendova imali pretežno pozitivan sentiment. Unatoč pozitivno orijentiranim osjećajima u komentarima, pratitelji Facebook stranica su uglavnom pasivni korisnici i ne sudjeluju aktivno u komentiraju objava. Rezultati mogu koristiti marketinškim stručnjacima u turizmu i ugostiteljstvu za planiranje budućih strategija komunikacije putem društvenih media.
Abstract (english)
While social media have become a daily routine in modern society, brand communication and engagement with customers have become essential elements of marketing strategy and success in the tourism and hotel industry. This revolution of social media, in tourism and hospitality marketing, contributed to the rise of a novel sentiment analysis from a machine learning and natural language processing point of view. The purpose of the study is: to provide a general descriptive overview of comments posted by Facebook page followers; to identify specific textual attributes of hotel brand posts on social media and to apply the sentiment analysis to Facebook comments from four- and five-star hotel brands in Croatia to identify and compare customers' feelings and attitudes towards the staff, services and products that hotel brands promote by posting messages on Facebook pages. To analyse hotel brand sentiments, the authors collected a total of 4,248 comments and 2,373 postings in English, German and Italian. The results showed that the comments on four- and five-star hotel brands expressed predominantly positive sentiments. Despite the positively oriented sentiments in the comments, Facebook page followers are predominantly passive users and do not tend to comment actively. The results can be used by marketers in the tourism and hospitality industry to plan their future social media communication strategies.
Keywords (croatian)
Keywords (english)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleZbornik Veleučilišta u Rijeci
Numberingvol. 9, no. 1, pp. 37-57
p-ISSN1848-1299
e-ISSN1849-1723
DOIhttps://doi.org/10.31784/zvr.9.1.
URN:NBNurn:nbn:hr:191:947200
Publication2021
ProjectNumber: ZIP-UNIRI-116-5-19
Title (croatian): Analiza ljudskog i korporativnog glasa na društvenim medijima u hotelskoj industriji
Title (english): Analysis of human and corporate tone of voice on social media in hotel industry
Acronym: ZIP-UNIRI-116-5-19
Leader: Jelena Mušanović
Jurisdiction: eu
Document URLhttps://hrcak.srce.hr/257658
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) icon
Created on2025-02-17 12:19:38