Measuring the impact of social media boycotts on tourist arrivals: evidence from the British Museum
Measuring the impact of social media boycotts on tourist arrivals: evidence from the British Museum
The main objective of this study is to investigate whether social media boycotts have a negative impact on tourist arrivals. We analyzed 17,905 negatively valenced tweets pertaining to the British Museum from 2014 to 2019, which were linked to two separate boycotting campaigns. Employing the local projection method, we assessed the influence of these Twitter boycotts on the British Museum's tourist arrival numbers. Our results suggest that social media boycotts have a modest impact on declining tourist figures, with varying effects observed across campaigns with different themes. Notably, the “Drop BP” boycott demonstrated a statistically significant, albeit mild, correlation between tweet volume and tourist arrivals. This research enhances the understanding of tourism boycotts by providing empirical evidence of social media boycotts’ effects on tourist numbers. We also offer insights for attraction managers on managing and mitigating boycotts.
Local projection, Sentiment analysis, Social media, The British Museum, Topic modelling, Tourism boycott
189-196
Qiu, Yuanming
dc3e7226-bb68-4658-9eaa-97a7399020b2
Lacka, Ewelina
5d89da80-4bb5-4b56-bc23-99d6f5b3b6d0
Ansell, Jake
39e3777b-fa93-4624-9252-c6ca837b08ee
4 January 2024
Qiu, Yuanming
dc3e7226-bb68-4658-9eaa-97a7399020b2
Lacka, Ewelina
5d89da80-4bb5-4b56-bc23-99d6f5b3b6d0
Ansell, Jake
39e3777b-fa93-4624-9252-c6ca837b08ee
Qiu, Yuanming, Lacka, Ewelina and Ansell, Jake
(2024)
Measuring the impact of social media boycotts on tourist arrivals: evidence from the British Museum.
Jeseo, Vincent and Allen, Juliann
(eds.)
In Welcome to The New Normal: Life After The Chaos: Proceedings of the 2023 AMS Annual Conference, New Orleans, LA, USA, May 17–19, 2023.
Springer Cham.
.
(doi:10.1007/978-3-031-49039-2_18).
Record type:
Conference or Workshop Item
(Paper)
Abstract
The main objective of this study is to investigate whether social media boycotts have a negative impact on tourist arrivals. We analyzed 17,905 negatively valenced tweets pertaining to the British Museum from 2014 to 2019, which were linked to two separate boycotting campaigns. Employing the local projection method, we assessed the influence of these Twitter boycotts on the British Museum's tourist arrival numbers. Our results suggest that social media boycotts have a modest impact on declining tourist figures, with varying effects observed across campaigns with different themes. Notably, the “Drop BP” boycott demonstrated a statistically significant, albeit mild, correlation between tweet volume and tourist arrivals. This research enhances the understanding of tourism boycotts by providing empirical evidence of social media boycotts’ effects on tourist numbers. We also offer insights for attraction managers on managing and mitigating boycotts.
Text
Measuring the Impact of Social Media Boycotts on Tourist Arrivals: Evidence from The British Museum
- Accepted Manuscript
More information
Accepted/In Press date: 6 January 2023
e-pub ahead of print date: 18 May 2023
Published date: 4 January 2024
Keywords:
Local projection, Sentiment analysis, Social media, The British Museum, Topic modelling, Tourism boycott
Identifiers
Local EPrints ID: 487405
URI: http://eprints.soton.ac.uk/id/eprint/487405
ISSN: 2363-6165
PURE UUID: bce80cfc-86fd-4b8d-983f-8df4dc6c56e2
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Date deposited: 20 Feb 2024 12:45
Last modified: 17 Mar 2024 07:37
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Contributors
Author:
Yuanming Qiu
Author:
Ewelina Lacka
Author:
Jake Ansell
Editor:
Vincent Jeseo
Editor:
Juliann Allen
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