New communication approaches in thermal spa social media: A sentiment analysis of comments

Authors

DOI:

https://doi.org/10.17561/ree.n2.2024.8808

Keywords:

strategic communication, thermalism, sentiment analysis, social media

Abstract

This article reflects on the use of social media to communicate thermalism with a view to arouse curiosity about thermalism. Through strategic communication it emphasises both the medium (social media) and the objective (engagement with users). With the aim of researching and developing communication strategies in social media that can be used by thermal spas to increase the engagement of their followers, this study analyses the comments on social media and the opportunities that may arise when looking into the future of communication. The results come from the analysis of the social media of Termas de Chaves and Termas de São Pedro do Sul in Portugal, revealing that people are increasingly motivated to experience thermal services and products. Artificial intelligence was used to identify the sentiments in the comments, which provided relevant results to develop a model capable of maximising the benefits of thermalism and minimising communication problems with its audiences. This model supports a plurality of digital communication strategies, with different characteristics and objectives, but which fulfil a collective purpose: to disseminate information about thermalism in order to build a solid knowledge about it. This study highlights the need for further research on thermalism, with a special focus on communication.

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Author Biographies

  • Vera Antunes, Universidade da Beira Interior

    Vera Antunes PhD student in Communication Sciences at the University of Beira Interior (UBI), Covilhã, Portugal, with the work plan entitled "The Importance of Strategic Communication in the Projection of Portugal as a Thermal Tourism Destination", funded by the FCT. She is researcher in LabCom and member of different associations in communication SOPCOM, ECREA and IAMCR. She received a Merit Award with the best final classification of the Masters in Marketing at UBI. She won the Best Poster at the 5th International Conference on Tourism Research. She develops research in thermal tourism and strategic communication. She has published her results in prestigious scientific journals and presented in national and international conferences.

  • Gisela Gonçalves, Universidade da Beira Interior

    Gisela Gonçalves holds a PhD in Communication Sciences. She is Associate Professor at the University of Beira Interior and coordinator of the Media and Communication research group of LabCom - Communication and Arts research centre. Vice-president of the Faculty of Arts and coordinator of the Master in Strategic Communication. She has published 2 books and edited 10 collective volumes, supervised 4 PhD theses and 29 Master dissertations. Former chair of the ECREA Strategic and Organizational Communication Section. Her research interests concern: communication ethics, public relations, political communication, strategic communication and crises communication. Board member of Sopcom, the Portuguese Association of Communication Sciences.

  • Cristina Estevão, Universidade da Beira Interior

    Cristina Estevão is Assistant Professor at the University of Beira Interior. She holds a PhD in Management and a post-doctorate in Tourism. She is a researcher at the NECE - Research Center in Business Sciences and her research areas are Management, Competitiveness, Marketing and Strategy. She has already published 2 books, book chapters, as well as several scientific articles at national and international level.

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Published

2024-07-30

Issue

Número 2/2024, Época 2

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SPECIAL SECTION

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Copyright (c) 2024 Vera Antunes, Gisela Gonçalves, Cristina Estevão

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How to Cite

Antunes, V., Gonçalves, G., & Estevão, C. (2024). New communication approaches in thermal spa social media: A sentiment analysis of comments. Revista De Estudios Empresariales. Second Era, 2, 125-145. https://doi.org/10.17561/ree.n2.2024.8808