Mining Links Between Travel Motivations and Mental Representation of Destinations from Twitter Postings

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


This paper describes Natural Language Processing techniques to extract patterns of destination image formation from Social Media postings. In a pilot study, we show how Twitter postings can be mined to uncover travel motivations and values for various travel destinations; we also explore the mental representations that underly these values and motivations. While this pilot study is subject to limitations, the results demonstrate that Twitter data is a compelling source of information about travellers and destinations.
Original languageEnglish
Title of host publication2020 Global Marketing Conference at Seoul Proceedings
EditorsJeonghye Choi, Yeolim Yoon
Number of pages5
Place of PublicationChangwon
PublisherGlobal Alliance of Marketing & Management Associations
Publication date2020
Publication statusPublished - 2020
Event2020 Global Marketing Conference: Bridging Asia and the World: New Marketing and Management in Digitally Connected World - Virtual Conference, Seoul, WWW
Duration: 5 Nov 20208 Nov 2020


Conference2020 Global Marketing Conference
LocationVirtual Conference

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