What is your Tourism Sentiment ScoreTM?

Tourism Sentiment Score (TM)

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Market research consistently shows that word of mouth is and always has been the predominate influence on the travel decision-making process.

In the world of online and digital communication, peer-to-peer conversations are one of the most trusted sources of information for selecting travel destinations and determining which experiences to try.

Capturing the sentiment of word of mouth is a powerful way to monitor the success of a destination. Now, the Tourism Sentiment Index (TSI) lets you measure what people really feel and what they find most worthy to share about your destination.

In a few months, we will unveil a global report benchmarking the world’s top Tourism Sentiment ScoresTM. Don’t miss the deadline to participate.. Get your destination’s Tourism Sentiment ScoreTM by November 30th to guarantee your place in the global report and receive a free copy.

Get your TSI today to reveal your destination's Tourism Sentiment ScoreTM ranking.

Comprehensively measure real sentiments

Our approach

Discover what the world is saying about your destination.

Thank you for your interest in learning more about the Tourism Sentiment Index.
To talk to our team at Destination Think! and access our live launch announcement video, please submit this form.

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  • We understand the power of word of mouth, but now we have the tool to measure it.
    Monica Dickinson, Tourism Kamloops
  • It feels as if you have reached a 'holy grail' in tourism measurement of actions.
    Ashley Harvey, Go Central Japan


Does the TSI analyze conversations from everywhere in the world?
Yes. We find and analyze conversations from around the world that use any of the 16 supported languages: English, Japanese, Spanish, Italian, Arabic, Portuguese, French, German, Russian, Turkish, Dutch, Korean, Malay, Indonesian, Swedish and six different dialects/languages spoken in China, including Mandarin and Cantonese.
How do you determine if a conversation has positive or negative sentiment?
Over the past few years, we have combined our deep experience in destination marketing with hundreds of thousands of conversations to develop a method for finding and categorizing content into three categories: promoter, passive and detractor. Understanding the roles of communication patterns, like frequency and distribution, we classify content and analyze it with a view calibrated specifically to tourism-based conversations.
Can your analysis deal with nuances, for example, sarcasm?
Our methodology can detect and calculate nuances, including sarcasm. Because communication is ever evolving in the way sarcasm and slang are expressed, we continuously update our systems to adapt to changes in the way people share their destination experiences.
How do the individual tourism asset scores affect the overall Tourism Sentiment ScoreTM result?
Each of the 50 tourism asset scores is weighted, based on size of conversation and sentiment, and added together for the overall Tourism Sentiment ScoreTM result.
What happens to my Tourism Sentiment ScoreTM if some tourism categories or assets are not available in my destination?
Assets that are not part of your destination’s offering are removed from the analysis, so the score is not affected by any zero result.
Does Tourism Sentiment ScoreTM ranking replace Net Promoter ScoreTM?
In many ways, the Tourism Sentiment Index with your Tourism Sentiment ScoreTM ranking is a better option than NPS. For example, while NPS provides indicators for potential issues and wins in customer service, the Tourism Sentiment Index provides a comprehensive, turnkey solution that is tailor made to help destination marketers measure word of mouth. While NPS relies on answers received from a set of consumers who are asked for their opinions, the Tourism Sentiment ScoreTM ranking reflects thousands of unprompted, unbiased conversations from consumers around the world. While NPS uses questions that tend to focus consumers on customer service delivery, the Tourism Sentiment ScoreTM ranking provides a comprehensive look at sentiment with conversations about customer service being one of many aspects of the destination experience being analyzed.
Do I need to give you keywords to configure a TSI for my destination?
We do not collect keywords, because the intelligence built into our methodology allows us to rely on a broader understanding provided through natural language processing and image analysis to identify relevant content. This goes far beyond the scope of a few manually chosen keywords so we can deliver a comprehensive view of sentiment.
Can I change the tourism categories or tourism assets included in the TSI?
The tourism categories and assets are standardized in the TSI. Once you have received your TSI, the results may point to categories or assets that need attention. We offer customized sentiment analysis to help you drill down to better understand specific niches and tourism services.
Will I know which destinations are in the competitive set for my TSI?
Yes. The competitive set is discussed as part of the preparation of your TSI.
Will I have access to historical data about sentiment from the first TSI or does that build over the years?
Every TSI includes three-year trends for all tourism categories, showing growth, either positive (+) or negative (-), based on the past three years of data. This information gives you a longer view of your destination’s appeal and the trajectory of its performance. The first report captures sentiment (i.e. all conversation about your destination) in the 2017 calendar year and the three-year trends in performance to this point.
Can I change the time period covered by the TSI?
The time period for each TSI is the calendar year. Currently, the option to change this time period is not available.
Can I see the actual social media posts and online content used to produce my TSI?
We provide sample posts within your report. We do not collate the thousands of pieces of content analyzed.
Does TSI pose any privacy law concerns?
Tourism Sentiment Index relies exclusively on publicly available content that has been published online by consumers. The data analyzed for each destination includes words and images that consumers have created and shared with the world. Tourism Sentiment Index does not need, nor does the TSI team collect, private information or content. The only personal information our team handles are the names and nicknames that consumers choose to publicly use to identify themselves with their content. All data that our team manages is stored and processed in secure systems. The data we collect is not shared or sold with third parties beyond the purpose of generating and selling Tourism Sentiment Index.

Who's Involved?

We are bringing together the world's top DMOs to define a KPI and global data set based on word of mouth for destination marketing. Contact our team now to ensure your destination is part of this ground-breaking program while space is available.

Abbotsford, BC
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Alberta, Canada
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Bali, Indonesia
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Bay of Plenty Tourism
Banff & Lake Louise Tourism
Bermuda Tourism
Brisbane Marketing
Bundaberg Tourism
Caribou Chilcotin Coast Tourism Association
Cradle Coast Authority
Destination Cape Breton Association
Destination Cleveland
Destination Osoyoos
Discover Saint John's
Destination West Yellowstone
Elkhart County Convention & Visitor Bureau
Experience Columbia SC
Francophone Tourism of Ontario | Société économique de l'Ontario (SÉO)
Fredericton Tourism
Gold Coast Tourism Corporation
Halifax Tourism
Hinchinbrook Shire Council
Lexington Convention & Visitors Bureau (VisitLEX)
Mackay Tourism Ltd
Memphis Tourism
Ontario Highlands Tourism Association
San Juan Islands Visitors Bureau
Shuswap Tourism
Southern Queensland Country Tourism
Sunshine Coast Tourism
Tourism Abbotsford
Tourism Calgary
Tourism Chilliwack
Tourism Edmonton
Tourism Jasper
Tourism Kamloops
Tourism Kelowna
Tourism Kuranda
Tourism Mississauga
Tourism New Brunswick
Tourism Ottawa
Tourism Prince Rupert
Tourism Saskatchewan
Tourism Saskatoon
Tourism Smithers
Tourism Sun Peaks
Tourism Tofino
Tourism Tropical North Queensland
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Tourism Vancouver
Tourism Vernon
Tourism Victoria
Tourism Western Australia
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Tourisme Montreal
Townsville Enterprise
Travel Alberta
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Travel Yukon
Tropical Coast Tourism
Visit Aberdeenshire
Visit Big Sky
Visit Corvallis
Visit Dallas
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Visit Logan, Australia
Visit Pensacola