追踪欧洲长途市场的电子声誉（2022年8月至9月）

Content 05Europe Sentiment Trends - OverviewToplinesNet Sentiment IndexSentiment Drivers - Overview Net Sentiment IndexSentiment Drivers3440 Europe Sentiment Trends in ChinaSentiment Drivers Net Sentiment IndexSentiment Drivers46 Net Sentiment IndexSentiment Drivers22Europe Sentiment Trends in Japan Net Sentiment IndexSentiment Drivers Net Sentiment IndexSentiment Drivers Background & Objectives Mapping the State of “Social Sentiment”As reflected in Social Web Conversations Social data is pulled from travel in Europe-related articles andposts shared by75 000+ unique authors for the study period. oThe “sentiment” reflects the state and dynamic of travel brands’ E-reputation as expressed inglobalweb social conversations “at large”. oShared bythe media, consumers, companies, citizens, brands and officialson websites, forums,blogs & active social networks. of Europe as a place to visit, even if not strictly tourism-related.oSentiment is not predictive of travellers’ planning, BUT a positive E-reputation is essential to generatepreference towards travel activities, destinations and brands, particularly in a post-crisismanagement context. Number of posts/articles per country from 1stAugust to 4thSept. 2022 1.How far is European travel E-reputation impacted by external factors? (e.g., geopolitics, pandemic, etc.) 2.What drives social web conversations about Europe’s attractiveness? 3.What vigilance points to restore? Which drivers fuel Europe’s image positively? to specific national Chinese social networks is usually restricted and difficult to access via API technology. Europe Sentiment Trends - Overview Period concerned: 1st August – 4th September 2022Key learnings oOver the analysed period (1st August – 4th September),Europe’s e-reputation has been back on a positive trendin all markets, except for Russia. A more notable changeis visible in Canada, Australia and Brazil (please see the next slide), where the evolution compared to July 2022 is the most positive, although stillbelow the August 2021 oAt the same time, thepolarity of Europe travel-related conversations in Russia dropped in August,landing at its lowest negative score (-39 pts) since the beginning of2021. The decrease in Russian conversations’ tonality, was mainlydriven by the visa ban that some European countries want to apply to Russian tourists. Emerging destinations in Europe(e.g., Bulgaria, Albania, etc.)or small destinations(e.g., Liechtenstein), far from crowdy places allows for a more intimate discovery of the European culture;Theadvantages of visiting Europe after the summer season: enjoy less busy places, attractive deals and a gentle climate (e.g., Lisbon, Athens etc.),New cruise itineraries to Europeare an opportunity for first-time visitors who can discover several places at once (e.g., Northern Europe itinerary withCopenhagen, Helsinki, Stockholm, Oslo, Tallinn, Riga);Thediversity and heritage wealth Europe offers through its architecture(e.g., Turin and the Baroque architecture – Prague etc.);Thetrain networkand especially the night trains ease travel and give an alternative to planes,making the journey more sustainable and often cheaper;Thereturn of public events(e.g., La Braderie de Lille, France)or professional events(e.g.,The Green Retail Fair in the Netherlands) attracting visitors;The attractive dealsto travel to Europe oraffordable destinationssuch as Albania oraffordable attractionsthat appeal totravellersvisitingEurope despite the global rising prices context. evolution of the Russo-Ukrainian conflict near the Zaporizhzhia power plant in Ukraine andthe inflation which may impactEurope’s imageas an affordable destinationin a global rising prices context. Net Sentiment Index TONALITY OF TRAVEL-RELATED WEB CONVERSATIONS ABOUT EUROPE, BY SOURCE MARKET After the decline observed in July due to several negative drivers (e.g. heatwaves, wildfires, Covid-19 resurgence, inflation and airport disruptions), Europe’s e-Reputationis on a positive trend, especially in Canada, Australia and Brazil when compared to the July score. However, despite this improvement, the polarity remains below thelevels from last August. Simultaneously, Europe’s e-Reputation in Russia has worsened significantly in August, mainly due to the visa ban wanted by several European The Net Sentiment Index measures the polarity of social web conversations (% positive - % negative) RUSSIABRAZIL Positive Sentiment DriversOverview Positive driversThemes are selected based on the level of engagement and/or reach of related posts and mentions in social web conversations, assuming they can influence the overall attractiveness of Europe as a place to visit. The themes are grouped bycolours, they are not presented in order of importance. Negative Sentiment DriversOverview Vigilance points Themes are selected based on the level of engagement and/or reach of related posts and mentions in social web conversations, assuming they can have