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What is Structure Analysis

Chapter 21
Handbook of Research on Digital Communications, Internet of Things, and the Future of Cultural Tourism
Analysis of social media platforms that aims to extract information from relations between network entities.
Published in Chapter:
Social Media Analytics: Opportunities and Challenges for Cultural Tourism Destinations
Časlav Kalinić (Faculty of Sciences, University of Novi Sad, Serbia) and Miroslav D. Vujičić (Faculty of Sciences, University of Novi Sad, Serbia)
Copyright: © 2022 |Pages: 26
DOI: 10.4018/978-1-7998-8528-3.ch021
Abstract
The rise of social media allowed greater people participation online. Platforms such as Facebook, Twitter, Instagram, or TikTok enable visitors to share their thoughts, opinions, photos, locations. All those interactions create a vast amount of data. Social media analytics, as a way of application of big data, can provide excellent insights and create new information for stakeholders involved in the management and development of cultural tourism destinations. This chapter advocates for the employment of the big data concept through social media analytics that can contribute to the management of visitors in cultural tourism destinations. In this chapter, the authors highlight the principles of big data and review the most influential social media platforms – Facebook, Twitter, Instagram, and TikTok. On that basis, they disclose opportunities for the management and marketing of cultural tourism destinations.
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