Marketing for Tourism and Hospitality by unknow

Author:unknow
Language: eng
Format: epub
Publisher: Taylor & Francis Group

For each of the theme of those comments, the software is able to identify what are the key words associated with those sentiments.

Figure 11.2 Lexical proximities

Whilst software cannot fully replace human intelligence, when it comes to analyzing qualitative data (in the case of netnography and for the type of analysis undertaken in this exercise), software can provide very interesting approaches to go through a large amount of data, extract, and analyze them very efficiently.

Source: Isabelle Frochot.

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