RT info:eu-repo/semantics/article
T1 Innovating data-driven tourism reputation management: methodological foundations of the tourism online reputation index (TORI)
A1 Puche Regaliza, Julio César
A1 Marcilla Lombraña, Isabel
A1 Antón Maraña, Paula
A1 Arranz Val, Pablo
K1 Smart tourism destinations
K1 Tourism intelligence system
K1 Inland rural tourism
K1 Synthetic tourism index
K1 Tourism decision making
K1 Sustainable tourism development
K1 Turismo-Investigación
K1 Tourism-Research
K1 Turismo-Métodos estadísticos
K1 Tourism-Statistical methods
AB The widespread use of social media has significantly amplified the role of onlinereputations in shaping the image and competitiveness of tourism destinations. Thisstudy proposes an innovative methodology that combines big data techniques withgeolocated user-generated content to develop a comprehensive tourism online reputationindex (TORI). The TORI aims to quantify and monitor tourists’ perceptionsof destinations in a structured and scalable way. The methodology integrates thecross-industry standard process for data mining (CRISP-DM) and knowledge discoveryin databases (KDD) frameworks to ensure a rigorous, systematic approachto data collection, processing, and analysis. An ontology is developed to categorizeand structure the diverse attraction points within destinations, and natural languageprocessing (NLP) techniques are employed to perform sentiment analysis and generatetourist profiles on the basis of online reviews. The proposed methodologyis validated through a case study in the province of Burgos, Spain, illustrating itspractical relevance for enhancing data-driven decision-making in the context ofsmart tourism destinations (STDs). The results are presented through an interactivescorecard that facilitates intuitive interpretation by tourism stakeholders andsupports strategic planning. From a theoretical perspective, this study contributesto the literature by offering a quantitative and standardized approach to measuringonline reputation, addressing the lack of integrated tools and human-centered visionin current tourism research. In practice, it provides a replicable and adaptable solutionfor destination managers, particularly in rural and sparsely populated areas, toimprove reputation management, support sustainable development, and strengthendestination competitiveness in the digital era.
PB Springer
SN 1098-3058
YR 2026
FD 2026-03
LK https://hdl.handle.net/10259/11715
UL https://hdl.handle.net/10259/11715
LA eng
NO Open access funding provided by FEDER European Funds and the Junta de Castilla y León under the Research and Innovation Strategy for Smart Specialization (RIS3) of Castilla y León 2021-2027.
DS Repositorio Institucional de la Universidad de Burgos
RD 26-may-2026