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Despite the popular use of social media analytics to scrutinize customer emotions, less scholarly efforts have been invested in visualizing theme park visitors' emotions. Employing the convergence of social media analytics and geospatial analytics, this paper visualized cohesive places where Disneyland visitors express distinct types of emotion in social media messages. Among 226,946 collected tweets, this study used 19,809 tweets containing one or more emotion words listed in Russell's Circumplex Model of Affect. Text mining analysis and GIS-based exploratory spatial data analysis showed that tweets reflecting each quadrant of emotions have considerable spatial variations and different topics related to visitor emotions. The research approach enabled displaying particular spots in theme park zones and areas of riding attractions where emotions of each quadrant are significantly clustered. This study highlights methodological implications of visualizing spatial patterns of visitors' emotions and provides practitioners with a useful guide to develop routes evoking pleasant emotions.
Seunghyun Brian Park; Jinwon Kim; Yong Kyu Lee; Chihyung Michael Ok. Visualizing theme park visitors’ emotions using social media analytics and geospatial analytics. Tourism Management 2020, 80, 104127 .
AMA StyleSeunghyun Brian Park, Jinwon Kim, Yong Kyu Lee, Chihyung Michael Ok. Visualizing theme park visitors’ emotions using social media analytics and geospatial analytics. Tourism Management. 2020; 80 ():104127.
Chicago/Turabian StyleSeunghyun Brian Park; Jinwon Kim; Yong Kyu Lee; Chihyung Michael Ok. 2020. "Visualizing theme park visitors’ emotions using social media analytics and geospatial analytics." Tourism Management 80, no. : 104127.
This study suggests a research framework for social network analytics and demonstrates the process of integrating data and applying methodologies to understand visitor experiences at a destination. We applied both social media analytics and geographic information system (GIS) analysis to identify major topics and emotional expressions in a social network. A total of 56,418 tweets sent from Disneyland in California was used for analysis. The results identified three hot spots in the park where significantly pleasant tweets were posted. How to apply the research framework is discussed, and suggestions to researchers and marketers are given.
Seunghyun “Brian” Park; Hyung Jin Kim; Chihyung “Michael” Ok. Linking emotion and place on Twitter at Disneyland. Journal of Travel & Tourism Marketing 2017, 35, 664 -677.
AMA StyleSeunghyun “Brian” Park, Hyung Jin Kim, Chihyung “Michael” Ok. Linking emotion and place on Twitter at Disneyland. Journal of Travel & Tourism Marketing. 2017; 35 (5):664-677.
Chicago/Turabian StyleSeunghyun “Brian” Park; Hyung Jin Kim; Chihyung “Michael” Ok. 2017. "Linking emotion and place on Twitter at Disneyland." Journal of Travel & Tourism Marketing 35, no. 5: 664-677.