Issues and Trends (1H2022): Social Sentiment Resilience Drivers for Promoting Asia Pacific Destinations
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While sentiment should not be taken alone as predictive of traveller demand or planning, a positive e-reputation is essential to generate favourability toward destinations and travel brands. This is particularly true in a post-COVID-19 context when travellers’ choices are driven, more than ever, by social conversations which complement official information sources.
This report explores the concept of Travel Resilience and Recovery by detecting drivers of positivity in web social sentiment about Asia Pacific travel, with a focus on destinations reopening and demonstrating agility in keeping a link with the travel community. The analysis aims at inspiring insights for DMOs to promote and amplify according to their destination’s assets.
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Chapter Member Price– $150
