What are online conversations?suggestions from a research on Trentino as a tourism destination

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1 What are online conversations?suggestions from a research on Trentino as a tourism destination Maurizio Teli maurizio@ahref.eu 16 ottobre 2013 Cultways Final Workshop

2 AGENDA 1. Introduction Methodological Approach 2. Mapping Trentino 3. Analysing conversations and content 4. Concluding notes

the relevant social worlds that contribute to the definition of Trentino in online tourism arena, starting from conversations Situational Analysis:

3 1. Introduction The methodological approach How do people talk, on the World Wide Web, on Trentino as a tourism destination? Mapping: to understand on which websites (where) the most relevant conversations constructing Trentino take place Hyperlink Network Analysis to map the relevant social worlds that contribute to the definition of Trentino in online tourism arena, starting from conversations Situational Analysis: to understand how people make sense of their actions and conversations Inductive and immersive approach to reconstruct a thick description of the elements part of web pages 3

4 2. Mapping Trentino Methodology Mapping the network Results

5 2. Network Analysis Methodology Why network analysis Yo identify social worlds in which conversations on Trentino take place. Network analysis allows to: 1) observe the distribution of links between websites and to clarify some traits of the process that allow a concept to become a brand, recognized by users and with its own meanings; 2) justify the planning of a complex of strategic actions that go in the direction of reinforcing the reputation and the peculiar traits of a brand. 5

6 2. Network Analysis Mapping Identifying social worlds Starting points Crawling hyperlinks Network matrix 6

7 2. Network Analysis Results Structure of the network 7

8 2. Network Analysis Results Componente 0 8

9 2. Network Analysis Online presence b a s e lg a d i p in è 0,3 0 la g o d i le d r o 0,3 0 p r im ie r o 0,4 5 f o lg a r ia, la v a r o n e, lu s e r n a 0,6 1 m o n te b o n d o n e p a r c o n a t u r a le a d a m e llo b r e n t a 1,5 2 1,8 2 le v ic o, c a ld o n a z z o, v a ls u g a n a 2,4 2 val d i n o n 2,5 8 v a l d i f ie m m e 2,7 3 v a l d i s o le 3,3 3 g a r d a t r e n t in o 3,3 3 v a l r e n d e n a, p in z o lo, v a lg e n o v a m o n t e d e lla p a g a n e lla, a n d a lo d o lo m it i, b r e n t a m a d o n n a d i c a m p ig lio a lt r o p a r c o d i p a n e v e g g io val d i fassa t r e n t in o g e n e r ic o 3,9 4 6,3 6 6,6 7 7,2 7 8,3 3 9, ,03 25,9 1 9

10 3. Analysing conversations and content Comparing forums and institutional websites

11 3. Comparing forums and institutional websites Forums Analysis Suggestions Geo-political confusion 11

12 3. Comparing forums and institutional websites Forum Analysis Community building Economic side Filtering more relevant informations 12

13 3. Comparing forums and institutional websites Why do people refer to forum and not to institutional websites? Four main hypotheses: 1. Difficulties in finding focused information; 2. Get personalized and reliable information; 3. Closed community; 4. Shortcut to more relevant information. 13

14 4. Concluding notes Summary of results

15 4. In conclusione Sintesi dei risultati How do people talk, on the World Wide Web, on Trentino as a tourism destination? Where In subsets of web pages that have a relative internal omogeneity (diverse social worlds) The subsets present some central nodes to which other nodes refer to/connect to How On forums people ask for suggestions, organize their collective activities, look for money-saving solutions, and confuse Trentino with the whole Trentino-Alto Adige region The choice of words and narratives are diversified between forums and institutional websites To summarize The relationship between forums and institutional websites is not based on conflict: the two kinds of information satisfy different needs Every social world has its own specificities and such specificities should be considered in any action looking at the different social worlds 15

16 CONTACTS Fondazione <ahref Vicolo Dallapiccola, Trento - Italia Maurizio Teli maurizio@ahref.eu

ARC 202L. Not e s : I n s t r u c t o r s : D e J a r n e t t, L i n, O r t e n b e r g, P a n g, P r i t c h a r d - S c h m i t z b e r g e r

ARC 202L. Not e s : I n s t r u c t o r s : D e J a r n e t t, L i n, O r t e n b e r g, P a n g, P r i t c h a r d - S c h m i t z b e r g e r ARC 202L C A L I F O R N I A S T A T E P O L Y T E C H N I C U N I V E R S I T Y D E P A R T M E N T O F A R C H I T E C T U R E A R C 2 0 2 L - A R C H I T E C T U R A L S T U D I O W I N T E R Q U A