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EMAC 2019 Annual Conference

Are they sisters? Using text mining approach to understand perceptions about Madeira and Bermuda

Published: May 28, 2019


Sandra Maria Correia Loureiro, Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL); Lisbon, Portugal; Ricardo Godinho Bilro, Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL);; Tiago Ferro, INSTITUTO UNIVERSITARIO DE LISBOA (ISCTE-IUL) and Business Research Unit (BRU/IUL)


Tourism Experience Model; Netnography; Text Mining


The current study explores how tourists perceive two islands with identical culture, but different demographic characteristics. Two complementary methodologies are employed: Netnography and Text Mining. Eight encodings are used based on the literature: Rating, Categories, Membership Level of reviewers, Language type, Tourism Experience Model, Content, and Symbology and Positive/Negative information. With the first methodology, all encodings are analyzed, while in the Text Mining, only three: TEM, ML and categories. Customer satisfaction is slightly superior in Madeira. Lifestyle and Leisure and Tourism, Travel and Commuting are the main themes. Reviewers are engaged with the destinations and the re-purchase scenario is highly probable.