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Indigenous Tourism Association of Canada: Sentiment Analysis … · 2018-11-08 · ITAC –Overall Sentiment Score Sentiment Score-7 The conversation Sentiment Score is a measure

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  • Indigenous Tourism Association of Canada: Sentiment Analysis

    Summary

  • Media Balance:

    Earned Paid

    1995

    Earned Paid

    Owned

    2005

  • Media Balance:

    Paid

    Owned 2015Billions of pieces

    of content each day

    Earned

  • Word of Mouth and Online Sentiment

    Destinations that win in the future

    Destination Management

    The sum of all the stories somebody

    hears

    The combination of all experiences

    during a trip+

    The Destination Brand and TSI

  • “…the only path to profitable growth may lie in a company’s ability to get

    its loyal customers to become, in effect, its

    marketing department.”- Harvard Business Review

    - Peter Drucker

    “What gets measured, gets managed”

  • Sentiment Analysis

    Analyze everything said about the ITAC membership base online

    Measure the performance with a simple KPI

    Benchmark against competitors from around the world

    Categorize success across areas of conversation that matter the most

    Provide crystal-clear focus to align to

    50

  • Indigenous Tourism Association of Canada: Sentiment Analysis Summary

    © Destination Think!, 2018. All rights reserved. No part of the Tourism Sentiment Index report may be modified and reproduced in any form or manner without the prior written permission of Destination Think!.

  • ITAC Online Sentiment | Methodology

    ParametersThe Canadian Indigenous Tourism industry is truly a sum of its parts. To effectively measure the overall sentiment towards the Industry, we measured each individual experience and its contribution to the whole. • What: 9,235,267 + online conversations from

    around the world• When: July 1, 2015 – June 30, 2018• International Comparison: Maori (New Zealand),

    Maasai (Kenya), Narungga (Australia), San (South Africa), Tharu (Nepal)

    More than 500,000 different sources were included in the analysis, including online media sites, forums, reviews and social media networks (Twitter, Facebook, Instagram, Tumblr, YouTube and TripAdvisor).

    Sources

  • ITAC Online Sentiment | Metrics

    Once scanning, monitoring and analysis of all online conversations happening around the world are complete, we apply the Tourism Sentiment ScoreTM formula.

    A sentiment score allows us to understand in a single snapshot the overall attitude of conversations through the eyes of its visitors, and provides a performance benchmark that can be tracked over time. Throughout the report, attitudes are marked as promoter, passive or detractor.

    Gathering sentiments

    Applying the formula Formula

    Promoter Passive Detractor

    Attitudes

    [ ]% %– 100X = SentimentScoreTMResult

    [ ]

  • Experience promoterThose actively recommending or speaking positively about the experience to others

    Experience detractorThose actively discouraging or speaking negatively about the experience to others

    ITAC Online Sentiment | Example Sentiment

    Experience passiveThose speaking about the experience from an indifferent point of view

  • ITAC – Overall Sentiment Score

    Sentiment Score

    -7

    The conversation Sentiment Score is a measure of the ITAC and its membership’s ability to generate positive word of mouth around the indigenous tourism offering in Canada. It is an aggregate score that focuses on online conversations that reference or are generated by the ITAC membership, and ultimately affect a potential travelers’ perceptions of the tourism experience.

    Detractors Passive Promoters

    Sentiment Score

    + 25Sentiment Score

    + 36

    Canadian IndigenousPeoples Conversation Overall

    ITAC MembershipConversation

    International Indigenous Tourism Benchmark

  • -20

    -10

    0

    10

    20

    30

    40

    502015-2016 2016-2017 2017-2018

    Conversation Sentiment Trend

    Indigenous Conversation Overall ITAC Membership Conversation

    Intenatinal Indigienous Tourism Benchmark Linear (ITAC Membership Conversation)

    Expon. (ITAC Membership Conversation) Expon. (Intenatinal Indigienous Tourism Benchmark)

    ITAC – Sentiment Trend

    We have broken out the annual sentiment towards all three categories over a three-year span. From this we are able to see the current growth rate in which the ITAC and its membership have seen to-date and gain understanding into its future direction.

  • Section Overview

    Indigenous Tourism Conversation Volume saw a significant spike in 2016-17, and has continued with moderate growth from 2017-18. As more and more people continue to share content online the growth in conversation around ITAC should also grow.

    60000

    62000

    64000

    66000

    68000

    70000

    72000

    74000

    2015-2016 2016-2017 2017-2018

    ITAC Membership Conversation Volume

  • In order to better understand where the online conversations around the ITAC membership are taking place, we analysed the user data from 67,198 unique online users from around the world.

    The domestic travel market within Canada makes up approximately 60% of the overall conversation, followed by a fairly significant 21% share of conversation within the USA.

    Canada, 60.43%

    United States of America,

    21.71%

    Netherlands, 8.48%

    United Kingdom, 1.55%

    Geographic Location: ITAC Member Conversation by Country

    Online Audience Distribution: by Country

    Canada United States of America

    Netherlands United Kingdom

  • Section overview

    Accommodation, Casinos and Tour Companies account for approximately 60% of the total conversation. Associations and Cultural Centres have shown the highest three-year growth trend.

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    Acco

    mmod

    ation

    Casin

    o

    Tour

    Comp

    anies

    Golf C

    ourse

    s

    Asso

    ciatio

    ns

    Art &

    Mus

    eums

    Tradit

    ional

    Sites

    Shop

    s & A

    rtisan

    s

    Festi

    vals

    Fishin

    g + H

    untin

    g Outf

    itters

    Conversation Volume: Tourism Experience Category

    2015-2016 2016-2017 2017-2018

  • Section overview

    Accommodation, Casinos and Tour Companies account for approximately 60% of the total conversation. Associations and Tour Companies have shown the highest three-year growth trend.

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    35000

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    Acco

    mmod

    ation

    Casin

    o

    Tour

    Comp

    anies

    Golf C

    ourse

    s

    Asso

    ciatio

    ns

    Art &

    Mus

    eums

    Tradit

    ional

    Sites

    Shop

    s & A

    rtisan

    s

    Festi

    vals

    Fishin

    g + H

    untin

    g Outf

    itters

    Conversation Volume: Tourism Experience Category

    2015-2016 2016-2017 2017-2018

  • Section Overview

    Artisans, Tour Companies and Golf Courses are the top three sectors driving the highest sentiment scores.Tour Companies were the only sector to be in the top three for both volume and sentiment. This sector is overall the top contributor within the ITAC membership conversation.

    -5

    0

    5

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    25

    30

    35

    40

    Shops &Artisans

    Tour Companies Golf Courses Traditional Sites Casino Accommodation Art & Museums Associations Fishing +Hunting

    Outfitters

    Fest ivals

    Sentiment: Tourism Experience Category

    2015-2016 2016-2017 2017-2018

  • Section Overview

    Artisans, Tour Companies and Golf Courses are the top three sectors driving the highest sentiment scores.Tour Companies were the only sector to be in the top three for both volume and sentiment. This sector is overall the top contributor within the ITAC membership conversation.

    -5

    0

    5

    10

    15

    20

    25

    30

    35

    40

    Shops &Artisans

    Tour Companies Golf Courses Traditional Sites Casino Accommodation Art & Museums Associations Fishing +Hunting

    Outfitters

    Fest ivals

    Sentiment: Tourism Experience Category

    2015-2016 2016-2017 2017-2018

  • Section overview

    When breaking the conversation down into the individual ITAC contributing members, we can see that approximately 50% of all conversation volume stems from the top five ITAC members. This presents a significant opportunity for growth.

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    Grey

    Eagle

    Reso

    rt & Ca

    sino

    Auror

    a Vil la

    ge

    Spirit

    Bear

    Lodg

    e

    Squa

    mish

    Lil'wa

    t Cult

    ural C

    entre

    Haida

    Herita

    ge Ce

    ntre

    Kitiga

    n Zibi

    Touri

    sme W

    enda

    ke

    Jaspe

    r Tou

    r Com

    pany

    Touri

    sme A

    utoch

    tone Q

    uébe

    c

    Qalip

    u Firs

    t Nati

    on

    Haida

    Hous

    e at T

    llaal

    Stone

    y Nako

    da Re

    sort &

    Casin

    o

    Indige

    nous

    Touri

    sm BC

    St Eu

    gene

    Golf R

    esort C

    asino

    Alexis

    Nako

    ta Sio

    ux Na

    tion

    Eeyo

    u Istc

    hee T

    ourism

    Top 15 ITAC Membership Conversation Volume

  • Section overview

    The most significant opportunity for the Indigenous Tourism Association of Canada lies in its ability to motivate and inspire the 157 market ready members currently generating less than 1/3 of the overall conversation volume.

    ITAC Membership Conversation Breakdown

    Grey Eagle Casino22%

    Aurora Village9%

    Spirit Bear Lodge8%

    Squamish Lil'watCultural Centre

    5%

    Haida Heritage Centre

    4%

  • Section overview

    If all 157 market ready members we able to generate one conversation a week about their experience or product, the overall conversation volume around Indigenous Tourism in Canada would grow by

    approximately 30%.

    60000

    65000

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    75000

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    85000

    90000

    95000

    2015-16 2016-17 2017-18 Potential 25% Growth 2018-19

    ITAC Membership Conversation

    Pote

    ntia

    l gro

    wth

    in 2

    018-

    19

  • The most significant opportunity for the Indigenous Tourism industry lies in its ability to motivate and inspire their guests, visitors and fellow industry partners to tell others about their story.

    The impact of all market ready members generating 2-3 online conversations a week, would cause the overall conversation around Indigenous Tourism experiences in Canada to grow by approximately 30%.

  • Mike DuffieldHead of [email protected]

    mailto:[email protected]