Tourist segmentation through network analysis of user generated content

Authors: Andrei P. Kirilenko*, University of Florida, Svetlana O. Stepchenkova, University of Florida, Juan M. Hernández, University of Las Palmas de Gran Canaria
Topics: Tourism Geography, Quantitative Methods, Communication
Keywords: Social media, tourism, market segmentation, social networks, network analysis
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

Tourist segmentation is an important problem in market analysis as it strives to account for heterogeneity in tourists’ preferences. A common approach would use theoretical considerations applied to survey generated data. A recent crop of data mining methods applied to user generated content such as social media allowed tourist segmentation based on their observed behavior. In particular, reviews left on travel forums provide a trace of individual’s past attraction visitations. Sometimes these reviews can be combined with additional data expressed in tourist’ profile. We demonstrate how tourist market segmentation can be obtained organically from TripAdvisor reviews with and without of using this auxiliary profile information. Methodologically, we employ unipartite and bipartite network analysis. The data represents two-year visitations of the oldest conterminous US city of St. Augustine, Florida.

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