Overtourism manifests itself in a different way in each locale, however most locations acknowledge the significance of native sentiment in understanding the issue. To guage this side of overtourism, Skift Analysis constructed an index that analyzes the textual content of a big set of over 17,000 native media studies and measures the frequency of tales that point out a unfavorable press sentiment towards arriving vacationers.
We launched this newest report final week in our Skift Analysis service, Natural Language Processing: Media Sentiment as an Indicator of Overtourism.
Our concept is that struggles with overtourism will present up within the type of unfavorable tales reported in media shops. By measuring the extent of unfavorable tourism tales reported within the native press, we purpose to create an index that may point out overtourism. Increased outcomes on the index point out that communities are fighting the unfavorable affect of overtourism.
Whereas there could be nobody all-encompassing metric to gauge overtourism, we consider that our measurement of native media sentiment provides new data to the dialog that was beforehand troublesome to quantify.
Under is an excerpt from our Skift Analysis Report. Get the full report here to remain forward of this pattern.
Case Research: Adverse Media Sentiment In the direction of Tourism in Iceland
We created an index to trace unfavorable media sentiment in direction of tourism in Iceland. The index is predicated on the frequency of tales printed containing phrases that point out tourism issues as a share of whole articles printed. Our concept is that struggles with overtourism will present up within the type of unfavorable tales reported in media shops. By measuring the extent of unfavorable tourism tales reported within the native press, we purpose to create an index which may point out overtourism. Increased outcomes on the index point out that communities are fighting the unfavorable affect of overtourism.
We examined this concept by evaluating the sentiment information in opposition to vacationer inputs in Iceland and located robust correlation between unfavorable tourism sentiment and heavier vacationer inflow.
Extra particulars on how these have been calculated are included in our methodology part.
For an in-depth case examine in how media textual content evaluation can observe unfavorable tourism sentiment we determined to concentrate on Iceland. Iceland makes a superb instance as a result of it 1) is a widely known case in overtourism, 2) has very excessive requirements for tourism information assortment, and three) has high-quality English language journalism. We collected all information articles printed by three English-language Icelandic media publications: The Iceland Monitor, The Reykjavík Grapevine, and Iceland Review.
- The Iceland Monitor is the English-language sister of Morgunblaðið, which is the biggest and most-read information web site in Iceland. The Iceland Monitor had a median of 337 million month-to-month guests during the last six months by way of February 2019 in keeping with SimilarWeb. We collected the textual content of seven,755 articles printed on The Iceland Monitor from January 2015 by way of March 2019.
- The Reykjavík Grapevine is by its description, the Icelandic vacationer market’s most prevalent publication. It’s printed in English 21 instances a yr; month-to-month through the off season and biweekly throughout excessive season. It had a median of 345 million month-to-month guests during the last six months by way of February 2019 in keeping with SimilarWeb. We collected the textual content of 4,140 articles printed on The Reykjavík Grapevine from January 2015 by way of March 2019.
- Iceland Overview is the longest operating journal in Iceland, in steady print since 1963, in keeping with its web site. It had a median of 253 million month-to-month guests during the last six months by way of February 2019 in keeping with SimilarWeb. We collected the textual content of 5,158 articles printed on Iceland Overview from February 2015 by way of March 2019.
Capturing Adverse Sentiment
In sum, we collected 17,053 articles from January 2015 by way of March 2019. We then aggregated and analyzed the complete textual content of every story to find out in the event that they reported on a unfavorable side of tourism, as per our methodology mentioned elsewhere on this report. Lastly, to scale back noise within the information, the time sequence was smoothed with a six-month transferring common.
We started by inspecting every web site independently, charting the share of unfavorable vacationer tales as a proportion of all printed tales. The upper the results of this charting, the better the extent of overtourism being reported in that media outlet.
The Iceland Overview, which publishes much less continuously and is extra centered on tourism, studies the next share of such tales. The Iceland Monitor however, which has a better concentrate on enterprise and politics, has a decrease share of overtourism tales.
Whereas every supply has its personal baseline stage of unfavorable tourism sentiment, we discover that they have a tendency to exhibit comparable general tendencies. To us, this might point out — although every has their very own model — they’re all nonetheless overlaying core underlying adjustments in sentiment and conduct.
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