Analysis of the Opinions of Users of the Tripadvisor Web Platform on the Cultural Tourism Resources of Málaga.

Abstract

Abstract This study analyses the experiences of visitors to cultural tourism resources in the municipality of Malaga (Spain) through sentiment analysis. The online reviews shared by visitors on TripAdvisor and other platforms are relevant to know the valuation of users, being an influencing factor in decision-making by other users. The aim of this research work is to shed light on the online reputation of the cultural heritage of the city of Málaga through reviews on social networks or TripAdvisor opinion web platforms. The basis of the study were the reviews issued by TripAdvisor users, expressing the satisfaction and emotions experienced in the expe-riences at the destination, focusing interest on museum exhibitions, and highlighting the architectural spaces that complement the visit. Likewise, our results highlight that the emotions and feelings experienced are mostly positive in visits to heritage monuments, highlighting the historical value and the synergy with green areas as an ideal complement that make up the urban landscape of the city of Malaga. The findings of this study will not only contribute to the existing literature on consumer behaviour towards online reviews but may also provide valuable information for organisations involved in the cultural tourism sector.