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 =Sentiment

ScoreTM

Result[ ]

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.

0

5000

10000

15000

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30000

35000

40000

Accom

modati

on

Casino

Tour C

ompa

nies

Golf C

ourse

s

Assoc

iation

s

Art & M

useu

ms

Tradition

al Site

s

Shops

& Artis

ans

Festiv

als

Fishing

+ Hun

ting O

utfitte

rs

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.

0

5000

10000

15000

20000

25000

30000

35000

40000

Accom

modati

on

Casino

Tour C

ompa

nies

Golf C

ourse

s

Assoc

iation

s

Art & M

useu

ms

Tradition

al Site

s

Shops

& Artis

ans

Festiv

als

Fishing

+ Hun

ting O

utfitte

rs

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

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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

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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18000

Grey Eagl

e Resort &

Casino

Aurora Vil la

ge

Spirit

Bear Lo

dge

Squam

ish Lil

'wat

Cultural

Centre

Haida H

eritage

Centre

Kitigan

Zibi

Touris

me Wenda

ke

Jaspe

r Tour C

ompany

Touris

me Auto

chton

e Qué

bec

Qalipu Fir

st Nati

on

Haida H

ouse

at Tlla

al

Stoney

Nakoda R

esort & Casi

no

Indigeno

us Tou

rism BC

St Eug

ene G

olf Resort C

asino

Alexis Nako

ta Sioux

Nation

Eeyo

u Istc

hee To

urism

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%.

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65000

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85000

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95000

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

ITAC Membership Conversation

Potentia

l gro

wth in

2018-1

9

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 Researchmike@destinationthink.com604.354.1503