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 our second Global Tourism Sentiment Report benchmarking the world’s top Tourism Sentiment ScoresTM.

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.

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Alamosa Convention & Visitors Bureau
Aspen Chamber Resort Association
Banff Lake Louise Tourism
Basalt Chamber of Commerce
Bermuda Tourism Authority
Brisbane Marketing
Brookhaven, GA
Bundaberg North Burnett Tourism
Cariboo Chilcotin Coast Tourism Association
Charlotte Coastal Region Tourism Association
Charlotte Regional Visitors Authority
City of Fremantle
City of Mississauga
City of Moncton
Colorado Tourism Office
Cradle Coast Authority
Destination Campbell River
Destination Cape Breton Association
Destination Cleveland
Destination Fyn
Destination Osoyoos
Destination St. John's
Destination Yellowstone
Discover Halifax
Discover Saint John
Edmonton Tourism
Elkhart County Convention & Visitor Bureau
Experience Columbia SC
Fife Council
Fredericton Tourism
Gold Coast Tourism Corporation
Heidiland Tourismus AG
Helsingborg Munipality
Hinchinbrook Shire Council
Indigo Shire Council
Kuranda Tourism
Lake Wanaka Tourism
Mackay Tourism Ltd.
Memphis Tourism
MidCoast Council | Destination Barrington Coast
Northern BC Tourism - Tourism Prince Rupert
Northern BC Tourism - Tourism Smithers
Ontario's Highlands Tourism Organization - Haliburton Highlands
Ontario's Highlands Tourism Organization - Ottawa Valley
Ottawa Tourism
Parksville Qualicum Beach Tourism
Québec City Tourism
San Francisco Travel
San Juan Islands Visitors Bureau
Shire of Esperance
Shoalhaven City Council
Shuswap Tourism
Southern Queensland Country Tourism
Sunshine Coast Tourism (CAN)
Tahiti Tourisme
Tenterfield Shire Council
The Société Économique de l'Ontario
Thompson Okanagan Tourism Association
Tourism Abbotsford
Tourism Bay of Plenty
Tourism Calgary
Tourism Chaleur
Tourism Chilliwack
Tourism Golden
Tourism Harrison
Tourism Jasper
Tourism Kamloops
Tourism Kelowna
Tourism Medicine Hat
Tourism New Brunswick
Tourism Port Douglas Daintree
Tourism Saskatchewan
Tourism Saskatoon
Tourism Sun Peaks
Tourism Tofino
Tourism Toronto
Tourism Tropical North Queensland - Cairns
Tourism Ucluelet
Tourism Vancouver
Tourism Vernon
Tourism Victoria
Tourism Western Australia
Tourism Whistler
Tourism Winnipeg
Tourisme Edmundston & Region
Tourisme Montréal
Tourisme Saguenay-Lac-Saint-Jean
Townsville Enterprise
Travel Alberta
Travel Lane County
Travel Manitoba
Travel Yukon
Tropical Coast Tourism
Visit Aiken SC
Visit Antwerpen | Antwerp
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Visit Brabant
Visit Corvallis
Visit County Durham
Visit Dallas
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Visit Lexington
Visit Logan
Visit Longmont
Visit Pensacola
Visit Scotland - Outer Hebrides
Western Australia - Australia's Golden Outback
Western Australia - Australia's South West
Western Australia - Experience Perth
Western Australia- Australia's Coral Coast
Western Australia- Australia's North West
Wonderful Copenhagen