Indigenous Tourism Association of Canada: Sentiment Analysis
Summary
Media Balance:
Earned Paid
1995
Earned Paid
Owned
2005
Media Balance:
Paid
Owned 2015Billions of pieces
of content each day
Earned
Word of Mouth and Online Sentiment
Destinations that win in the future
Destination Management
The sum of all the stories somebody
hears
The combination of all experiences
during a trip+
The Destination Brand and TSI
“…the only path to profitable growth may lie in a company’s ability to get
its loyal customers to become, in effect, its
marketing department.”- Harvard Business Review
- Peter Drucker
“What gets measured, gets managed”
Sentiment Analysis
Analyze everything said about the ITAC membership base online
Measure the performance with a simple KPI
Benchmark against competitors from around the world
Categorize success across areas of conversation that matter the most
Provide crystal-clear focus to align to
50
Indigenous Tourism Association of Canada: Sentiment Analysis Summary
© Destination Think!, 2018. All rights reserved. No part of the Tourism Sentiment Index report may be modified and reproduced in any form or manner without the prior written permission of Destination Think!.
ITAC Online Sentiment | Methodology
ParametersThe Canadian Indigenous Tourism industry is truly a sum of its parts. To effectively measure the overall sentiment towards the Industry, we measured each individual experience and its contribution to the whole. • What: 9,235,267 + online conversations from
around the world• When: July 1, 2015 – June 30, 2018• International Comparison: Maori (New Zealand),
Maasai (Kenya), Narungga (Australia), San (South Africa), Tharu (Nepal)
More than 500,000 different sources were included in the analysis, including online media sites, forums, reviews and social media networks (Twitter, Facebook, Instagram, Tumblr, YouTube and TripAdvisor).
Sources
ITAC Online Sentiment | Metrics
Once scanning, monitoring and analysis of all online conversations happening around the world are complete, we apply the Tourism Sentiment ScoreTM formula.
A sentiment score allows us to understand in a single snapshot the overall attitude of conversations through the eyes of its visitors, and provides a performance benchmark that can be tracked over time. Throughout the report, attitudes are marked as promoter, passive or detractor.
Gathering sentiments
Applying the formula Formula
Promoter Passive Detractor
Attitudes
[ ]% %– 100X =Sentiment
ScoreTM
Result[ ]
Experience promoterThose actively recommending or speaking positively about the experience to others
Experience detractorThose actively discouraging or speaking negatively about the experience to others
ITAC Online Sentiment | Example Sentiment
Experience passiveThose speaking about the experience from an indifferent point of view
ITAC – Overall Sentiment Score
Sentiment Score
-7
The conversation Sentiment Score is a measure of the ITAC and its membership’s ability to generate positive word of mouth around the indigenous tourism offering in Canada. It is an aggregate score that focuses on online conversations that reference or are generated by the ITAC membership, and ultimately affect a potential travelers’ perceptions of the tourism experience.
Detractors Passive Promoters
Sentiment Score
+ 25Sentiment Score
+ 36
Canadian IndigenousPeoples Conversation Overall
ITAC MembershipConversation
International Indigenous Tourism Benchmark
-20
-10
0
10
20
30
40
502015-2016 2016-2017 2017-2018
Conversation Sentiment Trend
Indigenous Conversation Overall ITAC Membership Conversation
Intenatinal Indigienous Tourism Benchmark Linear (ITAC Membership Conversation)
Expon. (ITAC Membership Conversation) Expon. (Intenatinal Indigienous Tourism Benchmark)
ITAC – Sentiment Trend
We have broken out the annual sentiment towards all three categories over a three-year span. From this we are able to see the current growth rate in which the ITAC and its membership have seen to-date and gain understanding into its future direction.
Section Overview
Indigenous Tourism Conversation Volume saw a significant spike in 2016-17, and has continued with moderate growth from 2017-18. As more and more people continue to share content online the growth in conversation around ITAC should also grow.
60000
62000
64000
66000
68000
70000
72000
74000
2015-2016 2016-2017 2017-2018
ITAC Membership Conversation Volume
In order to better understand where the online conversations around the ITAC membership are taking place, we analysed the user data from 67,198 unique online users from around the world.
The domestic travel market within Canada makes up approximately 60% of the overall conversation, followed by a fairly significant 21% share of conversation within the USA.
Canada, 60.43%
United States of America,
21.71%
Netherlands, 8.48%
United Kingdom, 1.55%
Geographic Location: ITAC Member Conversation by Country
Online Audience Distribution: by Country
Canada United States of America
Netherlands United Kingdom
Section overview
Accommodation, Casinos and Tour Companies account for approximately 60% of the total conversation. Associations and Cultural Centres have shown the highest three-year growth trend.
0
5000
10000
15000
20000
25000
30000
35000
40000
Accom
modati
on
Casino
Tour C
ompa
nies
Golf C
ourse
s
Assoc
iation
s
Art & M
useu
ms
Tradition
al Site
s
Shops
& Artis
ans
Festiv
als
Fishing
+ Hun
ting O
utfitte
rs
Conversation Volume: Tourism Experience Category
2015-2016 2016-2017 2017-2018
Section overview
Accommodation, Casinos and Tour Companies account for approximately 60% of the total conversation. Associations and Tour Companies have shown the highest three-year growth trend.
0
5000
10000
15000
20000
25000
30000
35000
40000
Accom
modati
on
Casino
Tour C
ompa
nies
Golf C
ourse
s
Assoc
iation
s
Art & M
useu
ms
Tradition
al Site
s
Shops
& Artis
ans
Festiv
als
Fishing
+ Hun
ting O
utfitte
rs
Conversation Volume: Tourism Experience Category
2015-2016 2016-2017 2017-2018
Section Overview
Artisans, Tour Companies and Golf Courses are the top three sectors driving the highest sentiment scores.Tour Companies were the only sector to be in the top three for both volume and sentiment. This sector is overall the top contributor within the ITAC membership conversation.
-5
0
5
10
15
20
25
30
35
40
Shops &Artisans
Tour Companies Golf Courses Traditional Sites Casino Accommodation Art & Museums Associations Fishing +Hunting
Outfitters
Fest ivals
Sentiment: Tourism Experience Category
2015-2016 2016-2017 2017-2018
Section Overview
Artisans, Tour Companies and Golf Courses are the top three sectors driving the highest sentiment scores.Tour Companies were the only sector to be in the top three for both volume and sentiment. This sector is overall the top contributor within the ITAC membership conversation.
-5
0
5
10
15
20
25
30
35
40
Shops &Artisans
Tour Companies Golf Courses Traditional Sites Casino Accommodation Art & Museums Associations Fishing +Hunting
Outfitters
Fest ivals
Sentiment: Tourism Experience Category
2015-2016 2016-2017 2017-2018
Section overview
When breaking the conversation down into the individual ITAC contributing members, we can see that approximately 50% of all conversation volume stems from the top five ITAC members. This presents a significant opportunity for growth.
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
Grey Eagl
e Resort &
Casino
Aurora Vil la
ge
Spirit
Bear Lo
dge
Squam
ish Lil
'wat
Cultural
Centre
Haida H
eritage
Centre
Kitigan
Zibi
Touris
me Wenda
ke
Jaspe
r Tour C
ompany
Touris
me Auto
chton
e Qué
bec
Qalipu Fir
st Nati
on
Haida H
ouse
at Tlla
al
Stoney
Nakoda R
esort & Casi
no
Indigeno
us Tou
rism BC
St Eug
ene G
olf Resort C
asino
Alexis Nako
ta Sioux
Nation
Eeyo
u Istc
hee To
urism
Top 15 ITAC Membership Conversation Volume
Section overview
The most significant opportunity for the Indigenous Tourism Association of Canada lies in its ability to motivate and inspire the 157 market ready members currently generating less than 1/3 of the overall conversation volume.
ITAC Membership Conversation Breakdown
Grey Eagle Casino22%
Aurora Village9%
Spirit Bear Lodge8%
Squamish Lil'watCultural Centre
5%
Haida Heritage Centre
4%
Section overview
If all 157 market ready members we able to generate one conversation a week about their experience or product, the overall conversation volume around Indigenous Tourism in Canada would grow by
approximately 30%.
60000
65000
70000
75000
80000
85000
90000
95000
2015-16 2016-17 2017-18 Potential 25% Growth 2018-19
ITAC Membership Conversation
Potentia
l gro
wth in
2018-1
9
The most significant opportunity for the Indigenous Tourism industry lies in its ability to motivate and inspire their guests, visitors and fellow industry partners to tell others about their story.
The impact of all market ready members generating 2-3 online conversations a week, would cause the overall conversation around Indigenous Tourism experiences in Canada to grow by approximately 30%.
Mike DuffieldHead of [email protected]