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Getting started: Introducing TSI Live
Our team has been working diligently to build on the value of the original Tourism Sentiment Index (TSI) and bring destination marketers essential data to aid in navigating the effects of the pandemic. Our efforts have produced TSI Live, which gives you the ability to: Know the emotional state of people in target markets regarding COVID-19, Pinpoint what experiences your target markets want and when, Understand how you stack up compared to competitors, Work smarter to do more with less, Create winning business cases to secure funding. TSI Live does all this by giving you a full view of your circumstances as your destination moves through the phases of recovery brought on by a crisis. Since 2018, TSI's mission has been to help destinations understand how their tourism experiences and marketing efforts affect word of mouth. This was provided through annual reports. With the addition of TSI Live, we are also offering an online dashboard that gives you real-time data to check your destination's progress more frequently and for specific periods of time. At launch, TSI Live also has a free companion module that tracks COVID-19 developments around the world. This module allows you to see the emotions and sentiments in your own location or in your target markets. It is designed to give you a view of how residents and potential visitors are feeling during the pandemic. This insight helps you determine the best time to implement marketing tactics and the right messages for those tactics. With TSI Live, you can dive deeper into the findings about your destination, as compared to the annual report. Depending on which tier of TSI Live you have purchased, you can filter what you view by location, time, tourism or crisis category, sentiment type, online content source or even user location. We're here to help Each TSI Live subscription starts with an on-boarding session to take a first look at your account and answer your questions about using the online dashboard. Tutorials to help with different features of TSI Live are available 24/7.
Getting started: Choosing comparative destinations
This article answers the questions: How are comparative destinations used in TSI Live? Why do you need to select comparative destinations? What can you learn by comparing your destination to others? Which destinations should you pick as comparisons? By comparing destinations, you see a greater depth of detail in the analysis of your destination's performance and its performance relative to similar locations. As you determine your comparative destinations, consider how they are used in TSI Live and what factors make them most helpful for your analysis. How comparative destinations are used Comparative destination data is in TSI Live as a point of reference. For example: If you see a decline in your destination's performance, do you see that for others, too? If you see positive growth for your destination, do you see that others have similar growth? Comparative destination data also serves to better understand your competitive strengths. For example: Where is your destination outperforming your competitors? Where is your destination underperforming compared to others? Factors that make a great comparative destination When narrowing your selection for comparative destinations, follow these three criteria to identify those with the best fit. Destination activity profile: How similar are your destination and the potential comparative destinations to one another? The closer their activity profiles, the more competitive the results. Destinations with a similar activity profile provide you with the most direct top line performance comparison, as well as, specific comparisons for strengths and weaknesses.
This level of comparison enables you to find the finer details for differentiation in your marketing efforts. For example, if your primary tourism activities are scuba diving and snorkeling, and the same is true for your comparative destinations, you may find that your relative strength comes from the quality of your accommodation offering or food and culinary scene. Geographic proximity: How close are your destination and potential comparative destinations to each another? This is a good litmus test to determine whether potential travelers are considering between the destinations or considering them together as part of a larger trip. Through comparing destinations within a geographic region, whether similar or different, you can determine your relative strengths and also your complementary offerings to the destinations around you. This provides insight to where your destination fits amongst a broader travel itinerary and what your regional strengths may be. Destination size: Comparing to destinations of similar size provides the most accurate competitive growth rate comparisons. The best measure of destination size is the number of overnight visitors. This is also the best predictor of conversation volume. The information in this article is intended to help you evaluate and select the best comparative destinations. These choices add value to TSI Live, so please select them carefully. After working with TSI Live, should you wish to change your comparative destinations, you may do so once within the term of your subscription. Please submit a support ticket with your change request. Comparative destinations are not available in all TSI Live subscriptions. Please contact us if you wish to add comparative destinations to your TSI Live account.
How to: Access TSI Live
This article answers the questions: How do I access my TSI Live account for the first time? How do I set my initial password? How do I log into TSI Live? To learn about setting up your account and accessing your TSI Live dashboard, watch this video tutorial or read the text explanation that follows. Setting up TSI Live user credentials When you have subscribed to TSI Live, you receive a series of emails asking you to complete a few steps to prepare and access your TSI Live account. The first email directs you to provide configuration details for your account. One of those details is the email address that becomes the user name for your account credentials. As you decide which email address to use with the account, please consider this: Though you can choose to keep your account private or allow your entire team to log in, only one email address can be associated with the account as the user name. If you choose to share access to your account with others in your team, you must give each person the email address associated with the account (user name) and the password. Important: The TSI Live platform allows only one active session at a time per account. Multiple users cannot be signed in simultaneously. Activating the account After we have received your configuration details and prepared your sentiment data, we activate your TSI Live account, triggering an email to the address you provided with the configuration details. That email asks you to follow a link to set your initial password on the account set-up page. Important: The link is time sensitive and expires in 7 days. If your link has expired, we need to send you a new one. To request a new link, please submit a support ticket. If you do not see this email in your inbox, please check the junk or spam folder. If it is not there either, please let us know by submitting a support ticket, so we can send the email again. Setting your initial password When you follow the link to set your initial password, you see the login screen. Enter your chosen password. Accessing TSI Live Once your credentials are set up, you can access TSI Live through the login page. If you need to change your point of contact or the email address associated with your TSI Live account, please submit a support ticket. A new activation link is sent to the updated email address, so you can confirm the new credentials.
How to: Select an index
This article answers the questions: What are the Tourism Sentiment Index and COVID-19 Crisis Index? How can I navigate between the dashboards of the two indices that TSI Live offers? To learn about the two indices offered in TSI Live and how to navigate between them, watch this video tutorial or read the text explanation that follows. TSI Live allows you to gauge word of mouth about your destination through real-time data presented in two dashboards that measure the sentiment of thousands of the most current online conversations. Understanding the index dashboards To provide this comprehensive view of a destination, TSI Live offers two indices, each with its own dashboard: Tourism Sentiment Index is a detailed look at how a destination is driving positive word of mouth. It tracks tourism performance by analyzing tourism-based conversations across 50 assets and comparing those results to other destinations. COVID-19 Crisis Index provides an analysis of online conversations surrounding the pandemic. It shows how your destination and hundreds of other destinations cope with the crisis, particularly with recovery and reopening efforts. Because the crisis is global, this index has a broad view of general attitudes. It is helpful in measuring feelings during the pandemic of local residents and of people in target markets around the world. Navigating to and from each dashboard To begin, select the index on the start page that you want to view. This start page appears after you log in. While you are viewing the dashboard of one index, there are two ways to switch to the other index. Option 1: Click the title at the top of the dashboard. A dropdown menu will appear where you can click to change the index. Option 2: Click TSI Live in the top left corner to return to the start page and select the dashboard for the other index.
How to: Use the Tourism Sentiment Score®
This article answers the questions: What is the Tourism Sentiment Score®? How is the Tourism Sentiment Score® calculated? What can I learn from the Tourism Sentiment Score®? To understand the Tourism Sentiment Score® and how to use it, watch this video tutorial or read the text explanation that follows. The Tourism Sentiment Score® is the measure of a destination’s ability to generate positive word of mouth. It is an aggregate score derived from the tone of online conversations that relate to visitors’ tourism experiences in a destination. Reading the data TSI Live collects all the conversations around a destination and sorts them into three types: Promoters who actively recommend or speak positively about the destination to others. Passives who speak about the destination from an indifferent point of view. Detractors who actively discourage or speak negatively about the destination to others. These sorted conversations are further analyzed, resulting in the calculation of a destination’s top-level performance measurement, the Tourism Sentiment Score®. The score is the net result of a destination’s promoter score and detractor score. On the TSI Live dashboard, the Tourism Sentiment Score® module provides the summary view of a destination’s overall performance. It is shown through three points: Tourism Sentiment Score®: The destination’s overall score that is determined by combining the sentiments of promoters and detractors. Sentiment breakdown: The distribution of sentiment across promoters, passives, and detractors. Period-over-period performance: The percentage of change over time among promoters, passives, and detractors. Putting the Tourism Sentiment Score® to work The Tourism Sentiment Score® can range from -100 to +100 (lowest to highest performance). Where a destination’s score falls on that range indicates the overall perceptions of its tourism offerings. It is a powerful tool for gauging current performance and providing a benchmark to track over time. Tracking this score provides insight into a destination’s ability to build on its positive reputation and minimize challenges. You can check and monitor a destination’s Tourism Sentiment Score® for the time period that you select (yearly, quarterly, monthly, weekly).
How to: Use the sentiment trend line
This article answers the questions: What is a sentiment trend line? How do I use the Tourism Sentiment Score Trend Line module? How do I change the time frame of the sentiment trend line? To understand the sentiment trend line and how to use it, watch this video tutorial or read the text explanation that follows. The Tourism Sentiment Score® trend line shows how sentiment has changed for a destination over time. The trend line tells the story of where a destination has come from and how it continues to develop. It also reveals macro-level trends that can provide insight into how sentiment and reputation may fluctuate in patterns or in relation to known events. The COVID-19 Crisis Index has a Crisis Sentiment Score trend line that reflects data about the pandemic instead of tourism. Use its trend line in the same way that this article describes working with the Tourism Sentiment Score Trend Line module. Reading the data On the Tourism Sentiment Index dashboard, go to the Tourism Sentiment Score Trend Line module. This graph plots the movement of your Tourism Sentiment Score® over time. Each point in the chart represents sentiment performance for that time period. When reading the chart, you see: The vertical axis is the range for the Tourism Sentiment Score®. The horizontal axis is time in terms of months, weeks or days (determined by the time frame selected when you generated the dashboard). As you hover over any point in the chart, you see each destination’s sentiment score for that time period. To change the range of time analyzed for this module, you must return to the top of the dashboard and change the time frame for the whole dashboard. For more information about setting up your dashboard, read How to: Select an index. Putting the trend line to work The trend line visualizes how word of mouth changes over time. Pairing this trend with the timing of tourism campaigns and programs can reveal how those activities and events contribute to people’s perceptions of the destination. Ultimately, tracking the sentiment score over time shows what progress the destination is making towards generating positive word of mouth.
How to: Use conversation volume over time
This article answers the questions: Why is it important to know the number of conversations happening online about my destination? How do I see the volume of conversations for my destination? To understand conversation volume over time and how to use it, watch this video tutorial or read the text explanation that follows. The number of conversations taking place over time are a reflection of the ebbs and flows of word of mouth. The volume of conversations is a good indicator and measurement for overall awareness of your destination. Conversation volume over time is part of the Topic Analysis module inside the Tourism Sentiment Index. The COVID-19 Crisis Index has a Topic Analysis module that reflects data about the pandemic instead of tourism. Use its graph about conversation volume over time in the same way that this article describes working with the graph. Reading the data The graph showing conversation volume over time is inside the Topic Analysis module. (The Topic Analysis module is also where you find the topic analysis table.) This graph illustrates how the number of conversations changes or grows across the time frame that you have defined for the dashboard. Growth is measured in a percentage. It is expressed as a percentage of increase or decrease in conversation volume as compared to the volume at the start of the time frame you are using. In other words, the first point in time is 0%, and each point that follows is the percentage more or less than that first point. This gives you a view of both how volume changes for your destination and how it changes for comparative destinations. When reading the chart, you see: The vertical axis is the range for the percentage of change in volume. The horizontal axis is time in terms of months, weeks or days (determined by the time frame selected when you generated the dashboard). As you hover over any point in the chart, you see each destination’s volume growth for that moment in time. To change the range of time analyzed for this module, you must return to the top of the dashboard and change the time frame for the whole dashboard. For more information about setting up your dashboard, read How to: Select an index. Putting conversation volume to work Extended online reach can generate increased engagement. The higher the volume of conversations, the greater the reach may be as the number of chances increase for people to read and hear about your destination. Volume does not represent quality. It represents opportunity. It is important to ensure that your leading awareness generators remain competitive and make positive impressions, since so many people are talking about them. Tracking the growth in conversation volume over time gives you an indicator of your destination’s ability to generate exciting and meaningful conversations.
How to: Use the topic analysis table
This article answers the questions: What is the topic analysis table? How can I change and filter the topics being analyzed? What can I learn from topic analysis? Topic analysis lets you drill into what is driving online conversations about your destination. The topics are the specially tailored tourism categories of TSI Live that align with sectors and activities most commonly found in destinations around the world. The topics are presented in a table inside the Topic Analysis module. (The Topic Analysis module is also where you find the graph showing conversation volume over time.) By selecting from the categories, as well as from filters for sentiment type and conversation source, you sort and refine the data in the table to learn where your destination’s strengths are or where challenges exist. In the topic analysis table, data can be viewed either by category or by the subcategories within each one: Category level: Each category has data that is rolled up from all of its subcategories. This is the default view. Subcategory level: Each subcategory belongs to one category and has its own data. This level appears and retracts by clicking the arrow next to a category name. The COVID-19 Crisis Index has a Topic Analysis module that reflects data about the pandemic instead of tourism. Use its topic analysis table in the same way that this article describes working with the table. Reading the data The topic analysis table allows you to understand how your destination’s tourism sectors and activities are performing by examining key information: volume, emotion and sentiment. When reading the table, you see: Volume is the percentage or share of the conversations that are related to a given category or subcategory. It reveals how much each category or asset is contributing to the conversations about a destination. The total volume for all categories equals 100%. Beneath each volume percentage is the indicator of growth. Relative to the time frame set for the dashboard (quarter, month, week, etc.), this is the percentage of change in volume period over period (quarter over quarter, month over month, week over week, etc.) Emotion is the dominant feeling expressed in conversations for each category or subcategory. TSI Live assigns one of six emotions: joy, sadness, disgust, fear, neutral or surprise. N/A may appear when none of the emotions identified during analysis is dominant. Sentiment is the sentiment score for each category or subcategory. These scores are combined to arrive at a destination's overall Tourism Sentiment Score®. Beneath each sentiment score is the label low, average or high. This identifies where that score lands in the global sentiment range. To change the range of time analyzed in this table, you must return to the top of the dashboard and change the time frame for the whole dashboard. For more information about setting up your dashboard, read How to: Select an index. Putting topic analysis to work Tourism is an industry of industries; however, not all industries are the same. Some perform better than others. This is why it is critical to identify the sectors and activities in your destination that are performing well and the ones that need further development. Planning, programs and promotion can be focused according to what each one needs.