欧洲的气候变化与旅游业

EXPLORING THE IMPACT OF CLIMATE CHANGE ON FUTURE TOURISM IN EUROPEMonday,11thof March 2024 Contents EXPLORING THE IMPACT OF CLIMATE CHANGE ON FUTURE TOURISM IN EUROPE 8 Introduction & Methodology RESEARCHING CLIMATE CHANGE IN THE CONTEXT OF TRAVEL Background & Objectives RESEARCHING CLIMATE CHANGE IN THE CONTEXT OF TRAVEL Thechallengesrelatedtoclimatechange,suchasheatwaves,wildfires,andfloods,havebeenincreasinglystressingtheneedforthetravelindustryinEuropeto adapt.Thesummerof2023recordedthehighesttemperaturesonaveragesince1940,whenweatherrecordsbegan1.ExtremetemperaturesandweatherpatternswereparticularlynotableinMediterraneandestinations,likeGreece,SouthernItaly,Malta,andeasternSpain2,yetwerenotlimitedtothisEuropean Overtime,theseeffectsareanticipatedtochangethepatternsofseasonaltourism,shapetravellers'decisionsondestinations,andpossiblydiminishtheallureofwarmertourismdestinationswhileincreasingtheattractivenessofcoolerregionsinthesummer. UnderthepresentpartnershipwithETC,MMGYTCIResearch-aleadingDMO-dedicateddata-basedsolution,soughtouttounderstandtheeffectsthatthetopicofclimatechangehadonthereputationofEuropeandestinationsthroughout2023.Usingproprietarysociallisteningtechniques,aswellastheanalysisofwrittenreviewsonsustainability,theeffectsofclimate-changerelatedconversationswerestudiedthroughtheirincidenceinoverallconversationsontravel,thepolarityofsaidconversations,thequalitativetopicsthatwerefrequentlymentioned,andthetonewithwhichconsumerconcernsonclimatechangewereplaced. Resultsindicatethatclimatechangeisahighlypolarisedtopicinthecontextoftravel,withthecapacitytobothdampenandheightendestinationreputationatlargeveryquickly.Finally,storiesandconsumerconcernsaremoreseverewhentheyinvolvehindrancestotravelitineraries,andespeciallysafetyconcerns. 1https://climate.copernicus.eu/summer-2023-hottest-record2https://etc-corporate.org/uploads/2023/11/ETC-Quarterly-Report-Q3_Public.pdf Sentiment Tracker DESTINATION REPUTATION AT LARGE Analysing online social data •The“sentiment”reflectsthestateoftravelbrands’onlinereputation.Theseareseen •Theyare shared by differing media,consumers,companies,citizens,brands andofficialsonwebsites,forums,blogs&socialnetworks. •Whilesentimentisnotpredictiveoftravellers’planning,apositivee-reputationisessentialtogeneratefavourabilitytowardsdestinationsandtravelbrands,particularly •Throughoutthe full year of 2023,Europe was mentioned 58.8K times in socialconversationsinrelationtotravelandclimatechange,generating348.3Kengagements, sharedby27.6Kuniqueauthorsfrom176countries. Ratings & Reviews METHODOLOGICAL OVERVIEW Consolidating ratings and reviews •TRAVELSAT©Pulseusesasolidaggregationmethodologytoconsolidatereviews,bothnumericalscoresandwrittenfeedback,fromsourcesthatcatertodifferentaspectsof •Theplatformpresentsallscoresthroughaconsolidatedscaleof0-10.Thesehavebeenconvertedfromtheiroriginalsourceandareweightedtoadjustthesignificancethateachsourcescorehas.Analysesarecarriedoutacrossverticals,marketsandguest Sentiment analysis technology •Beyondnumericalratings,writtenreviewsarealsoanalysedusingthemostdevelopedsentimentlexicon.Thisallowsforananalysisofpositiveandnegativedeflectionsby •TheAI semantic engine covers 14 languages:Arabic,Russian,Polish,Portuguese,Swedish,Norwegian,Danish,English,French,German,Dutch,Spanish,Italian,Finnish.However,ratingsand reviews are collectedfor all sourcing markets sharing theirexperienceontheratingplatforms. Scope of Analysis DEFINING SLOVENIA’S TOURISM ECOSYSTEM Sample definition & analysis period •Asampleofthe200mosthighlyreviewedPOIsineveryETCmemberdestinationwasselectedfromitsfullTripAdvisorinventorytocreatearepresentativepictureofEurope’stourismecosystem. •ThecurrentreportusesthetopicofSustainableTravel1inwrittenreviewstounderstandtravellers’perceptionsofenvironmentally-friendlypractices •Aone-yearperiodhasbeenselectedforanalysis,rangingfromJanuary1st,toDecember31st,2023. Sources connected to TRAVELSAT©Pulse •Thesources range from search engines with a review function,such asGoogle,to complete online travel agencies,like Trip Advisor andBooking.com.Currentlyhaving45sourcesconnected,95%ofallexperience- •AllratingplatformscollectglobaldataonthesameKPIs,ensuringaccuracywhencomparingtootherdestinations.Benchmarkingdataisthereforebe 1SustainableTravelScore:measuresguests’perceptionsofenvironmentally-friendlypracticestakenbyoperators,aswellastheconsiderationforthelocalcommunity. Climate Change & Reputation RELEVANCE & REPUTATION EFFECT OF CLIMATE CHANGE WITHIN TRAVEL Volume of Conversations FREQUENCY OF THE CLIMATE CHANGE THEME IN TRAVEL-RELATED CONVERSATIONS A clear peak in the volume of conversations when safety concerns arise ThenumberofmentionsofclimatechangewithinthecontextoftravelinEuropehadarelativelystablelevelthroughoutmostof2023,demonstratingaclearpeakduringJuly.WhileconversationsontheeffectsofclimatechangebegantopickupduringJuneduetoconcernsoverheatwavesanddroughts,itwastheoccurrenceofthewildfiresont