Semantic analysis in social media for digital tourism communication

Holistic marketing is a very little known type of marketing that is finding a steadily increasing presence in companies. Thanks to the new technologies, advertising is becoming more effective, providing access from several media to the individual. Together, holistic marketing, 360 degrees marketing and experiential marketing immerse the consumer in the product or service which the company wants to sell, achieving in this way the satisfaction that is sought by both parties. Based on a quantitative and qualitative methodology, this paper focuses on the feedback of customers of tour guide companies, the customers' views regarding the advertising provided by the companies, and the consumer experience. We observe and analyse the opinions in Facebook and TripAdvisor in order to understand the customer's message and to determine if marketing is effective or not. We conclude that, thanks to social media, we can analyse the opinions of consumers and adapt products and services to their needs.