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Tourism Destination Product Characteristics Based on Twitter Sentiment Analysis: A Case Study of Penang, Malaysia

In: Tourism Management and Sustainable Development

Author

Listed:
  • Nor Hasliza Md Saad

    (School of Management, Universiti Sains Malaysia)

  • Zulnaidi Yaacob

    (School of Distance Education, Universiti Sains Malaysia)

Abstract

Sentiment analysis using Twitter offers businesses an effective way to provide and monitor people’s opinion towards their products and services. Sentiment analysis has been valuable in the tourism industry, which creates essential implications for understanding public opinion and experience about tourism destination. This study presents a sentiment analysis of tourist opinion in Penang, Malaysia. The main objectives are to identify destination product messages that utilise the hashtag #penang; to categorise the dominant messages that include #penang; and to explore the sentiment expressed by #penang appearances on Twitter as positive or negative towards the destination product. This study adopts the destination product framework (Murphy et al. 2000, The destination product and its impact on traveller perceptions. Tour Manag 21:43–52) that consists of two essential components: service infrastructure (shopping services, recreation and attraction services, food services, travel services, transportation services and accommodation services) and destination environments (natural environment factors, political factors, technological factors, cultural factors, economic factors and social factors). The findings provide a range of opinion on Penang, Malaysia, a popular tourist destination appropriate for understanding tourist experience and views on the subject of this tourist destination product. Besides, the findings can be used for assessment purposes to enhance efficiency and to create competitive advantage in the tourism industry in Penang, Malaysia.

Suggested Citation

  • Nor Hasliza Md Saad & Zulnaidi Yaacob, 2021. "Tourism Destination Product Characteristics Based on Twitter Sentiment Analysis: A Case Study of Penang, Malaysia," Contributions to Economics, in: Goran Karanovic & Persefoni Polychronidou & Anastasios Karasavvoglou & Helga Maskarin Ribaric (ed.), Tourism Management and Sustainable Development, pages 27-38, Springer.
    • Handle: RePEc:spr:conchp:978-3-030-74632-2_2
    DOI: 10.1007/978-3-030-74632-2_2
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