Enhancing Tourism Destination Planning through Online Social Listening: Applications for Testing in Portuguese Municipalities

Abstract

This study explores the application of online social listening as a digital tool for diagnosing tourism destinations, with the aim of improving them and, consequently, achieving more efficient and sustainable planning. Social listening tools were employed to analyse social media discussions to assess user perceptions of the destination by tracking searches and mentions of relevant terms. A comparative analysis is conducted using two different social listening tools across various territories in Portugal. Findings indicate that digital tools significantly enhance decision-making by offering a deeper understanding of tourism dynamics. Municipalities can more accurately assess strengths, weaknesses, and opportunities, leading to more informed and strategic planning. Digital diagnostic tools are crucial for optimising tourism destination analysis and planning. They enable evidencebased strategies that foster sustainable tourism development and efficient resource management. The study highlights the value of integrating digital tools in tourism planning to streamline processes, improve knowledge about destination perception, and develop more sustainable strategies. These insights contribute to future policy development and decision-making.