Research Article
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Year 2023, Volume: 11 Issue: 4, 443 - 475, 11.12.2023

Cihangir Kasapoğlu Ramazan Aksoy Melih Başkol

https://doi.org/10.30519/ahtr.1116172

Abstract

References

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Assessing Destination Brand Associations on Twitter: The case of Istanbul

Year 2023, Volume: 11 Issue: 4, 443 - 475, 11.12.2023

Cihangir Kasapoğlu Ramazan Aksoy Melih Başkol

https://doi.org/10.30519/ahtr.1116172

Abstract

The development of data mining has paved the way for studies that identify brand associations from user-generated content (UGC). However, the number of studies investigating destination associations with social media is limited. The aim of this study is to explore destination associations with UGC on Twitter and to show how data mining and sentiment analysis methods can be applied to destinations to elicit brand associations. In this study, 33,339 English-language tweets containing the word #Istanbul were collected over one year and analyzed using text mining (association rule analysis) and sentiment analysis. As a result of the study, a brand concept map (BCM) of what Twitter users associate with Istanbul was created and compared to other studies that measure associations using conventional methods. The main results show that users have positive associations with tourism in Istanbul. Unique and interesting associations (such as "cats") were observed compared to other previous studies that measured associations to destinations. Based on the study results, a method was proposed for measuring the image of a place brand by observing electronic word of mouth in social media.

Keywords

association rule brand concept map brand image destination branding sentiment analysis text mining

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There are 149 citations in total.

Details

Primary Language English
Subjects Tourism (Other)
Journal Section Research Article
Authors

Cihangir Kasapoğlu 0000-0002-7664-5927

Ramazan Aksoy 0000-0002-6205-8334

Melih Başkol 0000-0002-5257-9160

Early Pub Date May 8, 2023
Publication Date December 11, 2023
Submission Date May 13, 2022
Published in Issue Year 2023 Volume: 11 Issue: 4

Cite

APA Kasapoğlu, C., Aksoy, R., & Başkol, M. (2023). Assessing Destination Brand Associations on Twitter: The case of Istanbul. Advances in Hospitality and Tourism Research (AHTR), 11(4), 443-475. https://doi.org/10.30519/ahtr.1116172


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