E-wom and territorial analyses: the use of opinion mining in tourism

In the digital age, social media and electronic word of mouth (eWOM) have fundamentally transformed several industries, including tourism. This paper explores how opinion mining (also known as sentiment analysis) can be a strategic tool for tourism stakeholders to extract and analyse data from social media reviews and posts. Theaimisto provide actionable insights to enhance customer satisfaction and destination management by assessing the sentimentexpressed in online content. From a methodological viewpoint, the implemented approachintegrates qualitative and quantitative data with textual data to delve into opinions embedded in eWOM.Theanalyses help identify patterns and trends in tourists’feedback, offering a valuable framework for understanding theirbehaviour and leveraging this information for the stakeholders’ specific purposes. A case study on Naples (Italy) highlights the potential of sentiment analysis in tourism, suggesting future research directions. Practical applications range from improving customer satisfaction and destination reputation to guiding marketing strategies and supporting sustainable tourism development.