Issues & Trends (2H2019)
Mapping Drivers of Food E-reputation in Asia
Authored by TCI Research
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Food tourism has been on a radar for marketers across the globe for years and ‘foodies’ are a demographic worth marketing to. Around 200 million international travellers are identified and engaged with gastronomic activities during their visit in the Asia Pacific region in 2018 which include food tours, gastronomic restaurants, wine roads, cooking classes, factory visits, etc., while 28% of visitors mention food as focal experience. These are a few samples and highlights of the social media review sentiment analysis by TCI Research in its first ever report which deep-dive into the food-related sentiment. This report also unveils the top ranking of Asia Pacific destinations which enjoy the largest and most positive reputation for food in the past 12 months and explains qualitative drivers of reputation for the best performer.
The report demonstrates how to convert social media reviews crunched from all social platforms into actionable KPIs and to inspire insights for DMOs to tap into this growing ‘foodies’ market.