Exploring Tourists' Experience in Cinema-Induced Tourism through Sentiment Analysis Approach: Case of Ouarzazate Film Attractions
Abstract
This research aims to explore tourists’ experiences in movie-induced tourism in the region of Ouarzazate, the hub of the cinematographic industry in Morocco and Africa to come up with managerial implications that can improve the tourist experience in this region. A sentiment analysis approach was applied to TripAdvisor reviews in English on the three main filming facilities and attractions: Atlas and CLA studios and the film museum in Ouarzazate. The method combined topic modeling and lexicon-based algorithms; an approach based on Natural Language Processing using a Python toolkit to investigate prevailing sentiment among visitors of these touristic sites. The result of our study showed that tourists generally have a positive sentiment towards the region of Ouarzazate. However, the desert still dominates as the primary aspect that attracts tourists to the region, while cinema is a secondary attraction to the majority of tourists. The study is one of the first studies to reflect on the potential of Cinema Induced Tourism in Ouarzazate, Morocco, one of the attractive destinations for tourists and filmmakers, which, despite its potential, does not figure among cinema-induced tourism destinations in the literature.
References
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[3] Sarmiento-Guede, J. and Antonovica, A. and Antolín-Prieto, R. 2021. Instagram as a value co-creation tool for the image of tourist destination. Analysis of the case of Spain during Covid-19: the Balearic and the Canary Islands Instagram. 42. 798-1015. DOI: https://doi.org/10.48082/espacios-a21v42n12p07
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[6] Busby, G., and Klug, J. 2001. Movie-induced tourism: The challenge of measurement and other issues. Journal of vacation marketing, 7(4): 316-332. DOI: https://doi.org/10.1177/135676670100700403
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[8] Chang, L. L., Backman, K. F., and Huang, Y. C. 2014. Creative tourism: a preliminary examination of creative tourists’ motivation, experience, perceived value and revisit intention. International Journal of Culture, Tourism, and Hospitality Research, 8(4): 401–419. DOI: https://doi.org/10.1108/IJCTHR-04-2014-0032
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[13] Ge, J. 2022. Research on Small Island Tourism Experience Perception Based on Big Data Analysis. Journal of Coastal Research, 2020(115): 39–41. DOI: https://doi.org/10.2307/48640382
[14] González-Rodríguez, M. R., Díaz-Fernández, M. C., Bilgihan, A., Shi, F., and Okumus, F. (2021). UGC involvement, motivation and personality: Comparison between China and Spain. Journal of Destination Marketing and Management, 19. DOI: https://doi.org/10.1016/j.jdmm.2020.100543
[15] González-Rodríguez, M. R., Martínez-Torres, M. R., and Toral, S. L. (2014, December). Monitoring travel-related information on social media through sentiment analysis. In 2014 IEEE/ACM 7th International Conference on Utility and Cloud Computing (pp. 636-641). IEEE. DOI: https://doi.org/10.1109/UCC.2014.102
[16] Grönroos, C. 2012. Conceptualizing value co-creation: A journey to the 1970s and back to the future. Journal of Marketing Management, 28(13–14): 1520–1534. DOI: https://doi.org/10.1080/0267257X.2012.737357
[17] Hennig-Thurau, T., Gwinner, K. P., Walsh, G., and Gremler, D. D. 2004. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1): 38–52. DOI: https://doi.org/10.1002/dir.10073
[18] Heung, V. C. S., and Lam, T. 2003. Customer complaint behavior towards hotel restaurant services. International Journal of Contemporary Hospitality Management, 15(5): 283–289. DOI: https://doi.org/10.1108/09596110310482209
[19] Jelodar, H., Wang, Y., Yuan, C., Feng, X., Jiang, X., Li, Y., and Zhao, L. (2018). Latent Dirichlet allocation (LDA) and topic modeling: models, applications, a survey. Multimedia Tools and Applications. DOI: https://doi.org/10.1007/s11042-018-6894-4
[20] Lam, J. M. S., Ismail, H., and Lee, S. 2020. From desktop to the destination: User-generated content platforms, co-created online experiences, destination image, and satisfaction. Journal of Destination Marketing and Management, 18. DOI: https://doi.org/10.1016/j.jdmm.2020.100490
[21] Larsen, S., Wolff, K., Doran, R., and Øgaard, T. 2019. What makes tourist experiences interesting? Frontiers in Psychology, 10(AUG). DOI: https://doi.org/10.3389/fpsyg.2019.01603
[22] Lu, W., and Stepchenkova, S. 2015. User-Generated Content as a Research Mode in Tourism and Hospitality Applications: Topics, Methods, and Software. Journal of Hospitality Marketing and Management, 24(2): 119–154. DOI: https://doi.org/10.1080/19368623.2014.907758
[23] Payne, A. F., Storbacka, K., and Frow, P. 2008. Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1): 83–96. DOI: https://doi.org/10.1007/s11747-007-0070-0
[24] Pizam, A., and Jeong, G.-H. 1996. Cross-cultural tourist behavior. Tourism Management, 17(4): 277–286. DOI: https://doi.org/10.1016/0261-5177(96)00019-2
[25] Reichenberger, I. 2017. C2C value co-creation through social interactions in tourism. International Journal of Tourism Research, 19(6): 629–638. DOI: https://doi.org/10.1002/jtr.2135
[26] Rutherford, T., and Marshall, R. 2017. Morocco’s Cinema City. Aramcoworld, 68(5), 24-31. Retrieved from https://www.aramcoworld.com/Articles/September-2017/Morocco-s-Cinema-City
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[28] Shayaa, S., et al. 2018. Sentiment analysis of big data: Methods, applications, and open challenges. IEEE Access, 6: 37807–37827. DOI: https://doi.org/10.1109/ACCESS.2018.2851311
[29] Sigala, M. 2016. Social Media and the Co-creation of Tourism Experiences. In The Handbook of Managing and Marketing Tourism Experiences (pp. 85–111). Emerald Group Publishing Limited. DOI: https://doi.org/10.1108/978-1-78635-290-320161033
[30] Sthapit, E., Del Chiappa, G., Coudounaris, D. N., and Björk, P. 2019. Tourism experiences, memorability and behavioural intentions: a study of tourists in Sardinia, Italy. Tourism Review, 75(3): 533–558. DOI: https://doi.org/10.1108/tr-03-2019-0102
[31] Taibi, M.A., and Iflahen, F. Z. 2023. Cinema-induced Tourism in Morocco: A narrative review. Environment-Behaviour Proceedings Journal, 8. DOI: https://doi.org/10.21834/ebpj.v8i23.4507
[32] Vargo, S. L., and Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1): 1–10. DOI: https://doi.org/10.1007/s11747-007-0069-6
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[34] Vayansky, I., and Kumar, S. A. P. 2020. A review of topic modeling methods. Information Systems, 101582. DOI: https://doi.org/10.1016/j.is.2020.101582
[35] Vickery, G., and Wunsch-Vincent, S. 2007. Participative web and user-created content: Web 2.0 wikis and social networking. Organization for Economic Cooperation and Development (OECD).
[36] Von Helversen, B., Abramczuk, K., Kopeć, W., and Nielek, R. 2018. Influence of consumer reviews on online purchasing decisions in older and younger adults. Decision Support Systems, 113: 1–10. DOI: https://doi.org/10.1016/j.dss.2018.05.006
[37] Wang, Y., and Rodgers, S. 2010. Electronic word of mouth and consumer-generated content: From concept to application. In Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (pp. 212–231). IGI Global. DOI: https://doi.org/10.4018/978-1-60566-792-8.ch011
[38] Xu, G., Yu, Z., Chen, Z., Qiu, X., and Yao, H. 2019. Sensitive Information Topics-Based Sentiment Analysis Method for Big Data. IEEE Access, 7, 96177–96190. DOI: https://doi.org/10.1109/ACCESS.2019.2927360
[39] Yoo, K.-H., Sigala, M., and Gretzel, U. 2016. Exploring TripAdvisor. In Tourism on the Verge (pp. 239–255). DOI: https://doi.org/10.1007/978-3-642-54089-9_17
[40] Law, R. 2006. Internet and Tourism - Part XXI. Journal of Travel and Tourism Marketing, 20(1): 75–77. DOI:https://doi.org/10.1300/j073v20n01_06
[41] Ministère du Tourisme, de l’Artisanat et de l’Economie Sociale et Solidaire (2024). Evolution par destination des nuitées réalisées dans les établissements d’hébergement touristique. Ministère Du Tourisme, De L’Artisanat Et De L’Economie Sociale Et Solidaire. Retrieved May 6, 2024, from https://mtaess.gov.ma/fr/tourisme/chiffres-cles
[42] Observatoire Du Tourisme 2024. Statistiques sur le tourisme au Maroc pour le mois de mai 2024. In https://www.observatoiredutourisme.ma/wp-content/uploads/2024/07/TDB-NATIONAL-MAI-2024.pdf.
[43] Office National Des Aéroports. (2024, July 22). Communiqués de presse: Aéroports du Maroc : trafic aérien au premier semestre 2024. Retrieved July 31, 2024, from https://www.onda.ma/Je-d%C3%A9couvre-ONDA/Espace-presse/Communiqu%C3%A9s-de-presse
[44] TripAdvisor. 2023. Homepage. Retrieved from https://www.tripadvisor.com/
Published
2024-08-30
How to Cite
TAIBI, Moulay Abdellah; HANBALI, Raja; IFLAHEN, Fatima-Zohra.
Exploring Tourists' Experience in Cinema-Induced Tourism through Sentiment Analysis Approach: Case of Ouarzazate Film Attractions.
Journal of Environmental Management and Tourism, [S.l.], v. 15, n. 3, p. 575 - 590, aug. 2024.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/8562>. Date accessed: 21 nov. 2024.
doi: https://doi.org/10.14505/jemt.v15.3(75).12.
Section
Article
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.