Description

The internet has become the key stage where users explore, comment and read the opinions of other users to make their travel decisions. Empathising with visitors is key to understanding what their experiences are, and what the destination needs to improve.

With a unique methodology, the solution proposes tracking in all public internet media: social media, blogs, forums, opinion communities, digital media, videos, etc., where the destination is talked about, and with an unlimited number of keywords.

Empath Design Factory’s Empathic Listening combines technology with a large part of human analysis. Its team, a pioneer in the area of internet listening and with 20 years of experience, is an expert in maximising the contribution of knowledge and avoiding infoxication.

The solution consists of the following formats:

Conclusions diagnostics. Helps destinations to understand:

• What are the main topics of conversation of its visitors.
• Which internet media they use to express their opinions.
• The languages used.
• The main complaints, questions and recommendations.
• The profile of the main opinion sharer: visitor, potential visitor, journalist, etc.
• Locations that the destination is compared to.

Quantitative database. This involves:

• Transferring the data to the organisation’s own systems.
• Obtaining statistics, especially oriented to tourist observatories.
• Preparing a variety of ad-hoc queries.

Strategic action chart

• What issues need to be improved, taken into account, maintained, promoted or communicated.
• The main lessons learned and warnings to implement.

Periodic monitoring. This involves:

• Understanding the key conversations of the week/month.
• Being informed in real time about potential crises.
• Detecting opportunities.

Ad hoc reports. This involves:

• Understanding the actual circumstances of the profile
of a specific tourist event or product

Results presentation. This involves:

• Share the conclusions within the organisation to all departments involved.
• Create a space for reflection, awareness and action.