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Consumer Attitudes and Sentiments Towards Immersive Experiences

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Resumo:As traditional attractions transform into immersive experiences—seamlessly integrating digital content with physical environments—they are increasingly employed as marketing tools to engage consumers. However, a systematic understanding of consumer attitudes and sentiments toward these offerings remains limited. This study addresses that gap by analyzing 2,804 consumer-generated TripAdvisor reviews through a multi-method text-analytic pipeline. We integrate exploratory data analysis, lexicon-based sentiment scoring, and Latent Dirichlet Allocation topic modeling to examine how thematic engagement and sentiment polarity vary by trip type, visitor origin (local vs. foreign, country, continent), and core experience category. Our findings reveal three primary patterns. First, interactive, gameoriented attractions elicit the most positive sentiment among European and North American visitors, whereas narrative-driven and multimedia exhibitions draw a broader international audience but display greater variability in sentiment. Second, advocacy-related expressions are most common among solo travelers and local guests, with significant variation across trip types and thematic clusters. Third, local visitors not only compose longer, more detailed reviews but also report significantly higher positivity than foreign visitors, who tend to be more critical in guided tour and exhibition contexts. Theoretically, this study shows how cultural background, trip motivation, and thematic focus together shape post-visit language and emotional tone. Methodologically, it demonstrates the advantage of combining largescale, user-generated data with unsupervised topic modelling and sentiment analysis. Practically, our segment-level insights offer a data-driven foundation for tailoring marketing strategies, refining experience design, and fostering organic word-of-mouth advocacy in the emerging field of immersive engagement.
Autores principais:Silva, Pedro Viana e
Assunto:Marketing Immersive Experience Sentiment Analysis SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 11 - Sustainable cities and communities SDG 17 - Partnerships for the goals
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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