An analysis of the sustainable tourism value of graffiti tours through social media: Focusing on tripadvisor reviews of graffiti tours in Bogota, Colombia

Abstract

This study attempts to analyze the value of graffiti tours from the perspective of sustainable tourism by examining actual reviews by social media users using text mining and social network analysis. The text mining technique indicates that "artist, " "history, " "political, " "culture, " "social, " "city, " "background, " "great, " "recommend, " "excellent", and "worth, " are frequently used keywords for the reviews. When comparing word frequencies per review between 2013-2016 and 2017-2019, the results show that the words, "history, " "political, " "culture, " and "social, " have been more frequently used over time. Furthermore, the network visualization shows that those words connoting socio-cultural sustainability are mutually connected. Therefore, the study suggests that graffiti tours can have potential for assuming the role of sustainable tourism, since the keywords from reviews are associated with the perspective of socio-cultural sustainability.