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May 11, 2015

Tourism Ireland monitors Twitter data for sentiment

Investment in social media analysis tool to bring in the tourists.

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Tourism Ireland has deployed with a big data publicity analysis tool to monitor visitor comments through sources such as the Tourism Ireland website, Twitter and Facebook.

The software works by analysing words and phrases along with the frequency of comments and then turns it into numerical information which can be translated and disseminated by the tourism board.

Paul Lemon, sales director with supplier Equiniti, said: "Social media listening is quickly becoming an important intelligence tool used in all manner of businesses, and in this instance it presents Tourism Ireland with valuable information regarding how people are using the Internet to make decisions about what, where and when to visit."

"Our software is specially designed to gather and monitor data from the Internet, which will help local businesses and attractions gain greater insight into the type of person that is looking to visit Ireland. And, this is another example of how Equiniti is helping public sector organisations to manage public funds to deliver services in the most effective and intelligent way."

However, the tool will also help to map behaviour so that the tourism board can quickly adapt campaigns.

While this may be a useful tool for the tourism board, people may be a little wary about having their behaviour mapped across the borders of Ireland by Failte Ireland and Tourism Northern Ireland.

Ireland is ranked 19th int he Travel and Tourism Comeptitiveness Index report from the World Economic Forum.

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