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 Tourism Sentiment Score®