Targeting Creativity Through Sentiment Analysis: A Survey on Bucharest City Tourism

SAGE Open, Volume 13, Issue 2, April-June 2023.
This study investigates the sentiments of Bucharest city visitors resulting from their interaction with various attractions perceived as being “creative.” The online reviews displayed on TripAdvisor were collected as a database for our research, covering the July 2016 to July 2022 period. The data were processed using R software and NVivo software intended for text analysis and the investigation of the sentiments’ distribution. The findings suggest that creative offer spurs positive and very positive sentiments among travelers. Tourists experienced joy and trust during their tourism products and services consumption. The creative products are encountered especially in restaurants and escape rooms and are less correlated with heritage, arts, museums, or architecture. These findings are very useful for local entrepreneurs, local authorities, and policymakers in order to find solutions to include more creative products and services in the city tourism offer. Even if the present research is limited to Bucharest city, a future investigation could address the creativity dimensions of other destinations in Romania and abroad, highlighting the specific tourist attractions that boost various sentiment types among tourists.

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