PACIS 2019 Proceedings


This study tried to derive meaningful insights from consumers' sentiments about tourist attractions. First, through descriptive statistics, seven sentiments representing tourist attractions were identified, and the unique sentiments about certain tourist attractions were identified. On the basis of the network analysis results, four interesting travel routes based on the sentiment theme were constructed, and four insights on the sentiment were presented. Finally, through the regression analysis, one negative word, two positive words, and three network centrality measures that significantly affect the number of visitors were identified. By applying social network analysis, more specific and differentiated conclusions have been drawn. It also provided useful implications for tourist attractions.