Unpacking the influence of group dynamics on tourism behaviour: a study of social media opinions, sentiments and destination popularity

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Analysis reveals how group-level social media sentiments affect tourism behavior at popular destinations, suggesting monitoring strategies.

Higher consistency of group sentiments is linked to reduced tourism behavior in the following month.
Consistency of group opinions does not directly influence tourism, but its effects rely on destination popularity.
The study employs entropy-based measures to evaluate online discourse dynamics in user-generated content.
Findings suggest the importance of managing online sentiment and reputation, especially at environmentally sensitive sites.

Sun et al. (2025) studied this question.

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Analysis reveals how group-level social media sentiments affect tourism behavior at popular destinations, suggesting monitoring strategies.