This index measures the level of confidence shown by visitors and potential visitors with regards to a tourist destination.
Mabrian Technologies, a pioneer in the Travel Intelligence sector, has been working with this index for over four years to identify tourist trends associated with the confidence factor, in parallel to hundreds of other indicators calculated in real-time.
How is this index calculated?
The index is calculated by using advanced Natural Language Processing, Artificial Intelligence and Machine Learning techniques to analyse millions of spontaneous tourist interactions on Social Media in real time. It enables the identification of tourist mentions (from visitors or potential visitors) related to security problems and the sentiment associated to them, in order to understand when a destination suffers variations in the perception of security.
Mabrian’s capacity to segment this analysis into different origin markets, including origin regions, allows for a comparison of how sensitive each market is when faced with the same situation at destination. It’s important to highlight that this index does not measure the actual security of the destination but instead the Perception of Security of the destination. This perception can be influenced by various factors which are unconnected to the destination, such as for example the access to information, proximity or security situation at origin.
A good example would be the evolution of the Perception of Security for a given destination with regards to the COVID-19 pandemic. This will not only be affected by the situation at destination but will also be affected by the health situation at origin as well as the decisions being made by both governments.
How valuable is this information?
There is no doubt that one of the most important factors of the decision making process when choosing a holiday destination is the security and confidence felt with regards to the destination. That’s why it is of vital importance for any destination or tourism related company to monitor the image that the different markets have in terms of security. This furthermore cannot be generalised as it will vary according to each of the key markets.
- Analyse and compare the reputation of a destination in real-time. In general as well as related to concrete events: crime, natural catastrophes, social instability, health problems, etc.
- Identify markets that are less sensitive and have a higher recovery potential when faced with a security perception crisis.
- Segment and adapt communication and messages for each of the markets.
- Measure the daily evolution and recovery of confidence in relation to concrete actions taken.
- Anticipate fluctuations in demand associated with the variation in confidence from the different markets.
These are just a few ideas of how to directly apply the knowledge gained, to illustrate the potential that having access to this information can offer for decision making whether strategic or operational, marketing related, revenue management related or when managing a destination, investments, etc.
How is this index presented?
This index, as well as many other perception and tourism evolution indices calculated by Mabrian can be found in Mabrian’s cloud-based Travel Intelligence platform. This interactive platform can be easily accessed at any time for a given destination. With a scale of 100-0, the Perception of Security Index shows an up-to-date view of the situation for the selected period, including the YOY variation.
The platform also enables us to track the daily evolution of the index, both from a global perspective as well as for each of the origin markets, allowing for a better comparison between markets.
Do you want to find out more?
Here are some examples of how the index was applied to help you see its potential.
Don’t hesitate to contact us via www.mabrian.com for more details or for a demo of our platform.
This post is also available in: Spanish