SENTIMENT ANALYSIS

SENTIMENT ANALYSIS: CASE STUDY ON TOURISM AND CULTURE SECTOR DURING COVID-19 PANDEMIC THROUGH SOCIAL NETWROK SITES (SNS)
Introduction
covid-19
the affected tourism and culture sector
Government's response towards covid-19
the role of social media
sentiments from the industry player through SNS
Research Objective
RO1: to identify the industry players' sentiment towards related economic stimulus packages
RO2: To analyze the responsiveness's Government after sentiments have been collected
RO3: To identify the most effective social media strategies when crisis happen through the analysis on people's participatory via the preferred SNS
Research Questions
RQ1: What are the reaction towards the economic stimulus package related to tourism and cultural sectors from the industry players?
RQ2: What are the responds/ remedies taken from the Government towards negative sentiments?
RQ3: What is the most effective way in dispersing important information and the most effective tool (identify the best channel and design content) via SNS?
Research Significance
To help the Government to collect sentiments towards one strategic plan that are introduced in real time
To allow the Government to respond back to the identified groups in real time
To develop an integrated measures for a more effective communication strategy
Literature Review
Media Dependency Theory
to analyze the interrelation between the media, society and the audience
Sentiment analysis
Relational Model of Crisis Management
Crisis Management and Crisis Communication Strategy in Tourism Sector
Social Media in Public Sectors
Research Method
Sentiment Analysis
In-Depth Interview
NVIVO
Emotional analysis
Word Cloud
to collect and diagnose all the sentiments (positive, negative and neutral)
To analyze all the emoji for each post from SNS
To identify the most concerned/ talk about from all the positive comments, negative comments and neutral comments
A one-to-one in depth interview with PR Practitioners in the Ministry of Tourism, Arts and Culture Malaysia (MOTAC)
Representatives from the industry players
A one-to-one in depth interview with PR practitioners in Tourism Malaysia (TM)
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