prikaz prve stranice dokumenta Sentiment analysis and multimodal approach applied to social media content in hospitality industry
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Scientific paper - Original scientific paper
Sentiment analysis and multimodal approach applied to social media content in hospitality industry
In: 6th International scientific conference ToSEE Tourism in Southern and Eastern Europe 2021: conference proceedings. University of Rijeka, Faculty of Tourism and Hospitality Management, 2021. pp. 533-544. https://doi.org/10.20867/tosee.06.36
Mušanović, Jelena; Folgieri, Raffaella; Gregorić, Maja

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Mušanović, J., Folgieri, R. & Gregorić, M. (2021). Sentiment analysis and multimodal approach applied to social media content in hospitality industry. 6th International scientific conference ToSEE Tourism in Southern and Eastern Europe 2021: conference proceedings (pp. 533-544). University of Rijeka, Faculty of Tourism and Hospitality Management. doi: 10.20867/tosee.06.36

Mušanović, Jelena, et al. "Sentiment analysis and multimodal approach applied to social media content in hospitality industry." 6th International scientific conference ToSEE Tourism in Southern and Eastern Europe 2021: conference proceedings, University of Rijeka, Faculty of Tourism and Hospitality Management, 2021, pp. 533-544. https://urn.nsk.hr/urn:nbn:hr:191:174212

Mušanović, Jelena, Raffaella Folgieri and Maja Gregorić. "Sentiment analysis and multimodal approach applied to social media content in hospitality industry." In 6th International scientific conference ToSEE Tourism in Southern and Eastern Europe 2021: conference proceedings, 533-544. University of Rijeka, Faculty of Tourism and Hospitality Management, 2021. Accessed 2025 February 21. https://urn.nsk.hr/urn:nbn:hr:191:174212

Mušanović, J., Folgieri, R. and Gregorić, M. (2021) 'Sentiment analysis and multimodal approach applied to social media content in hospitality industry', 6th International scientific conference ToSEE Tourism in Southern and Eastern Europe 2021: conference proceedings, University of Rijeka, Faculty of Tourism and Hospitality Management, pp. 533-544. Available at: https://urn.nsk.hr/urn:nbn:hr:191:174212 (Accessed 21 February 2025)

Mušanović J, Folgieri R, Gregorić M. Sentiment analysis and multimodal approach applied to social media content in hospitality industry. 6th International scientific conference ToSEE Tourism in Southern and Eastern Europe 2021: conference proceedings. University of Rijeka, Faculty of Tourism and Hospitality Management; 2021. Pp. 533-544. [cited 2025 February 21] Available at: https://urn.nsk.hr/urn:nbn:hr:191:174212

J. Mušanović, R. Folgieri and M. Gregorić, "Sentiment analysis and multimodal approach applied to social media content in hospitality industry", 6th International scientific conference ToSEE Tourism in Southern and Eastern Europe 2021: conference proceedings University of Rijeka, Faculty of Tourism and Hospitality Management, 2021. [Online] Available at: https://urn.nsk.hr/urn:nbn:hr:191:174212 [Accessed: 21 February 2025]

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Metadata
Title (english)Sentiment analysis and multimodal approach applied to social media content in hospitality industry
AuthorJelena Mušanović
AuthorRaffaella Folgieri
AuthorMaja Gregorić
Author's institutionUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
Purpose – The importance of the "data gold rush" that occurs in real time on various social media platforms is recognized by various tourism stakeholders and researcher. To extract knowledge from textual data, the purpose of this study is to apply text mining techniques to social media data. Methodology – Descriptive statistical analysis is conducted to quantify the activity of hotel brands on Facebook. The topic modelling technique Latent Dirichlet Allocation (LDA) is used to extract and validate knowledge from text data of 25 Croatian four- and five- star hotel brands that were active on social media in 2019. Sentiment analysis is used to identify personal attitudes expressed through user-generated text that hotel brands promote by posting messages on Facebook pages. Findings – The LDA analysis of the Croatian hotel posts extracted 6 topics: Wellbeing, Atmosphere, Promotion, Gastronomy, Surrounding and Satisfaction. The results of the sentiment analysis indicated that Facebook page followers are more likely to express positive sentiments reflecting an overall satisfaction with the promoted products, services and staff by hotel brands. Contribution – It is a unique study that provides an analysis of textual data in Croatian hospitality research. The application of the multimodal approach contributes to a better uses of contents in possible different strategies so that effective indicators can be given to perform an effective communication. This study provides recommendations, challenges, and current insights into applied communication strategies for marketers to increase a greater number of tourists visiting destinations.
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Publication title6th International scientific conference ToSEE Tourism in Southern and Eastern Europe 2021: conference proceedings
Numberingpp. 533-544
p-ISSN1848-4050
DOIhttps://doi.org/10.20867/tosee.06.36
URN:NBNurn:nbn:hr:191:174212
Publication2021-12
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
Leader: Jelena Mušanović
Jurisdiction: Croatia
ConferenceTitle: 6th International Scientific Conference ToSEE - Tourism in Southern and Eastern Europe 2021: ToSEE – Smart, Experience, Excellence & ToFEEL – Feelings, Excitement, Education, Leisure (ToSEE 2021)
Acronym: ToSEE
Location: Opatija, Croatia
Start date: 2021-06-30
End date: 2021-07-02
Assembly type: Lecture
Document URLhttps://tosee.fthm.hr/images/proceedings/2021/36-_ID_49_Tosee-_Musanovic
Type of resourceText
PublisherUniversity of Rijeka, Faculty of Tourism and Hospitality Management
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-02-10 13:33:20