Frequently asked questions...answered

Does the Tourism Sentiment Index analyze conversations from everywhere in the world?


Yes. We find and analyze conversations from around the world that use any of the 16 supported languages: English, Japanese, Spanish, Italian, Arabic, Portuguese, French, German, Russian, Turkish, Dutch, Korean, Malay, Indonesian, Swedish and six different dialects/languages spoken in China, including Mandarin and Cantonese.




How do you determine if a conversation has positive or negative sentiment?


We have combined our deep experience in destination marketing with artificial intelligence and applied it to hundreds of thousands of conversations to develop a method for finding and categorizing content into three categories: promoter, passive and detractor. Understanding the roles of communication patterns, like frequency and distribution, we classify content and analyze it with a view calibrated specifically to tourism-based conversations.




Can your analysis deal with nuances, for example, sarcasm?


Our methodology can detect and calculate nuances, including sarcasm. Because communication is ever evolving in the way sarcasm and slang are expressed, we continuously update our systems to adapt to changes in the way people share their destination experiences. In addition, our analysts review conversations across each tourism asset to ensure the highest level of accuracy we can provide.




How do the individual tourism asset scores affect the overall Tourism Sentiment Score® result?


Each of the 50 tourism asset scores is weighted, based on size of conversation and sentiment, and added together for the overall Tourism Sentiment Score® result.




What happens to my Tourism Sentiment Score if some tourism categories or assets are not available in my destination?


Assets that are not part of your destination’s offering are removed from the analysis, so the score is not affected by any zero result.




Does Tourism Sentiment Score® ranking replace Net Promoter Score®?


In many ways, the Tourism Sentiment Index with your Tourism Sentiment Score® ranking is a better option than NPS. For example, while NPS provides indicators for potential issues and wins in customer service, the Tourism Sentiment Index provides a comprehensive, turnkey solution that is tailor made to help destination marketers measure word of mouth. While NPS relies on answers received from a set of consumers who are asked for their opinions, the Tourism Sentiment Score® ranking reflects thousands of unprompted, unbiased conversations from consumers around the world. While NPS uses questions that tend to focus consumers on customer service delivery, the Tourism Sentiment Score® ranking provides a comprehensive look at sentiment with conversations about customer service being one of many aspects of the destination experience being analyzed.




Does the Tourism Sentiment Index pose any privacy law concerns?


Tourism Sentiment Index relies exclusively on publicly available content that has been published online by consumers. The data analyzed for each destination includes words and images that consumers have created and shared with the world. Tourism Sentiment Index does not need, nor does our team collect, private information or content. The only personal information our team sees are the same names or nicknames that anyone sees when consumers choose to publicly identify themselves with their content. All data that our team manages is stored and processed in secure systems. The data we collect is not shared or sold with third parties beyond the purpose of generating and selling Tourism Sentiment Index.




Do I need to give you keywords to configure a Tourism Sentiment Index for my destination?


After ordering the Tourism Sentiment Index, you complete a form that provides our analysts with the details to create your TSI. The form does not require you to provide specific keywords.




Can I change the tourism categories or tourism assets included in the Tourism Sentiment Index?


The Tourism Sentiment Index is standardized and offers a holistic view of a destination across 50 tourism assets. Our team established this framework in conjunction with destinations from around the world to ensure we are tracking the tourism assets and metrics most important to destinations of all shapes and sizes. This framework provides each client with a view of the entire destination that can be benchmarked and tracked over time.




Can I change the time period covered by the Tourism Sentiment Index?


With TSI Live, you can adjust the time frame of the data you are viewing. The data within TSI Live dates back to 1 January 2020.




Can I see the actual social media posts and online content used to produce my Tourism Sentiment Index?


For each tourism asset, TSI Live displays samples of actual online content analyzed to determine your Tourism Sentiment Score®.




Is the Tourism Sentiment Index skewed by the demographics who use social media?


Each report analyzes from hundreds of thousands to millions of conversations from around the world. These conversations are generated by individuals talking to others (social networks) or posting opinions to share their views with others (reviews, forums, blogs). Certainly, as with any type of market research, the results reflect the sample audience included in the study. In the case of the Tourism Sentiment Index, results reflect the users on social networks and also review sites (Tripadvisor, Expedia, Hotels.com, Cruise Critic, etc.), news sites and blogs.




How does TSI Live compare to the original Tourism Sentiment Index?


The Tourism Sentiment Index was launched in 2018 and has been generated as an annual report delivered to customers. With the arrival of TSI Live in 2020, you can view sentiment data about your destination in real time through an online dashboard. The annual report and the dashboard generate your Tourism Sentiment Score® by analyzing the same 50 tourism assets. While the annual report gives you a view of the past year's performance, TSI Live generates a sentiment score relative to the time frame you choose to view. Currently, TSI Live also includes a COVID-19 crisis module to help you understand attitudes and emotions in your destination and in your target markets around the world. This module helps you determine when to resume marketing activities and what to say. Real-time data makes TSI Live truly essential, especially as we all navigate the effects of the pandemic. For this reason, we strongly encourage the use of TSI Live. For customers who prefer the annual report, we are happy to offer that version of the Tourism Sentiment Index.





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