追踪欧洲在长途市场的电子声誉（2022年6月至7月）

Content 29Europe Sentiment Trends in Russia 05 Europe Sentiment Trends-OverviewToplines Net Sentiment IndexSentiment Drivers-Overview Net Sentiment IndexSentiment Drivers35 Europe Sentiment Trends in ChinaSentiment Drivers Net Sentiment IndexEurope Sentiment Trends in Canada42 Net Sentiment IndexSentiment Drivers23Europe Sentiment Trends in Japan Sentiment Drivers Net Sentiment Index48 Net Sentiment IndexSentiment Drivers Background & Objectives Mapping the State of “Social Sentiment”As reflected in Social Web Conversations SocialdataispulledfromtravelinEurope-relatedarticlesandpostssharedby110000+uniqueauthorsforthestudyperiod. oThe“sentiment”reflectsthestateanddynamicoftravelbrands’E-reputationasexpressedinglobalwebsocialconversations“atlarge”. oSharedbythemedia,consumers,companies,citizens,brandsandofficialsonwebsites,forums,blogs&activesocialnetworks. oSocialconversationscontentareselectedasrelevantaslongastheycaninfluencetheattractivenessofEuropeasaplacetovisit,evenifnotstrictlytourism-related.oSentiment is not predictive of travellers’planning,BUT a positive E-reputation is essential to generatepreferencetowardstravelactivities,destinationsandbrands,particularlyinapost-crisismanagementcontext. Number of posts/articles per country from 6thJune to 31stJuly 2022. Brazil8.761 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? tospecificnationalChinesesocialnetworksisusuallyrestrictedanddifficulttoaccessviaAPItechnology. Europe Sentiment Trends-Overview Key learnings Overthelastanalysedperiod(6thJuneto31stJuly2022),Europe’sE-reputationhasbeendrasticallyimpactedasaresultofexternalfactorsandtourism-centricPeriodconcerned: 6thJune–31stJuly 2022 otopics,negativelyaffectingthesentiment.FactorssuchasheatwavesandwildfiresacrossseveralEuropeancountries,theresurgenceofCovid-19cases,Monkeypox oNomarketsaresparedbythissignificantdecline,butAustralia,Canada,Brazil,theUSandRussiaareparticularlysensitive.oTheshareoftravel-relatedconversationsreferringtothewarinUkrainecontinuestodeclineinimportanceinallmarkets,exceptinRussiaasnewrestrictionshavebeentakenduringthecoveredanalysedperiod(e.g.,tighteningandextensionofeconomicsanctionsagainstRussiauntilJanuary2023;whichhasmadetraveltoEuropenearlyimpossibleforRussians). oDespiteanincreasingnumberofCovid-19casesinJune-July2022,theshareofconversationsabouttravelandthepandemicisstableinmostmarketscomparedtopreviousperiods,exceptinAustraliawhereitdecreased(-6pts);conversationsbeingdrivenbyothertopics.oHowever,despitethisnegativetrend,positivedrivers,whichcanbeinterestingtopromoteEuropeasadestination,havebeencaptured: ▪Theaffordabledestinations/budgetingtipsinatimeofinflation(e.g.,Bulgaria,Slovenia);▪Thewell-developedrailnetworkinEuropeancountriesallowstravellingeasily,avoidingairportsandkeepingthebudgetundercontrol.Itisalsoanopportunitytotravelinamoresustainableway;▪Manylesser-knownplacestodiscoverEurope’sdiversityandlocalheritage,butalsoavoidingcrowdsandtheirassociatedconsequences:waitingtimes,theunpleasantsentimentofalackofspace,higherrisksofcontamination,etc.(e.g.,Torrevieja–Spain,Pietrapertosa–Italy,VeliLosinj–Croatia,Giethoorn–Netherlands,Howarth–UK,etc.);▪Thepresenceofsustainabilityoptionsthroughdifferenttravelverticals:transport(e.g.,train,electricsnowmobiles),accommodations(e.g.,buildinghotelsinwoodinSkelleftea),culture(e.g,SmartCulTour);▪ThediversityoftraditionsandcelebrationsacrossEuropeancountriesisperceivedself-enrichingbyvisitors(e.g.,SanFermininSpain,StirlingHighlandGamesinScotland,dancingfestival“Baldel’Europe”inGennetines,AuvergneRhône-Alpes,France). ETC SOCIAL LISTENING REPORT–AUGUST 2022 Net Sentiment Index TONALITY OF TRAVEL-RELATED WEB CONVERSATIONS ABOUT EUROPE, BY SOURCE MARKET Europe’se-Reputationstronglydeclined,especiallyinJuly2022,duetoseveralexternalfactorsalongwithtourism-centricdifficulties:heatwavesandwildfiresacrossEurope,Covid-19resurgence,Monkeypoxspread,inflationandairportdisruption.ThedecreaseinsentimentpolarityisparticularlysignificantinAustralia,Canada,Brazil,theUSandRussia.WhetherthecomparisonismadebetweenthescoresforJuly2022toJune2022orJuly2021,thereisasharpdrop. The Net Sentiment Index measures the polarity of social web conversations (% positive-% negative)NET SENTIMENT INDEX RUSSIABRAZILJAPAN Positive Sentiment Drivers Overview Positive drivers Themes are selected based on the level of engagement and/or reach of related posts and mentions in social web conversations,assuming they can influencethe overall attractiveness of Europe as aplace to visit. They are not presented in order of importance. Negative Sentiment Drivers Overview 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