Comparing Tourism Clusters with Network and Spatial Analyses of Online Reviews

Authors: Svetlana Stepchenkova*, , Andrei P. Kirilenko, University of Florida, Juan M. Hernández, University of Las Palmas de Gran Canaria
Topics: Tourism Geography, Marketing Geography, United States
Keywords: data mining, online reviews, network analysis, segmentation, tourists, spatial distribution
Session Type: Paper
Day: 4/6/2019
Start / End Time: 1:10 PM / 2:50 PM
Room: Congressional A, Omni, West
Presentation File: No File Uploaded

The study compares three large tourist markets to Florida, USA - Floridians, US visitors from other states, and international tourists - based on the attractions they visit. For each marketing segment, we identified three clusters of attractions using network analysis of online reviews left by visitors to Florida in the last two years: Excitement, Heritage, and Nature. The analysis revealed the different level of knowledge about Florida attractions in the three tourist segments, with Floridians being the most informed group. The spatial distribution of attractions differs for the three tourist segments as well, with Internationals segment being the most compact and Floridians being the most uniformly distributed across the state. Most importantly, the results indicate that the three tourist markets view each of the three attraction clusters differently: for example, while Floridians and USA tourists consider Miami area an Excitement destination, Internationals view it as Heritage. The analysis is based on a large database (~2.5 million records) of Florida visitors.

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