Tourism Sentiment Index | Sunshine Coast

© Destination Think!, 2018. All rights reserved. No part of the Tourism Sentiment Index report may be modified and
reproduced in any form or manner without the prior written permission of Destination Think!.
 The power of word of mouth
Market research consistently shows that
word of mouth is and always has been
the predominate influence on the
travel decision-making process.

Capturing this sentiment is a powerful way to monitor the

success of a destination..

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Tourism Sentiment Index | Methodology

Parameters
The Tourism Sentiment Index gives you a view that no
customer survey or focus group can provide. Your report
scanned, monitored and analyzed:

• What: 630,185 + online conversations from around the

world
• When: January 1, 2015 – December 31, 2017

This analysis is completed using a custom, text- and

image-based algorithm focused on conversations about
Sunshine Coast and its connected tourism region.

Sources
More than 500,000 different sources were included in
the analysis, including online media sites, forums, reviews
and social media networks (Twitter, Facebook, Instagram,
Tumblr, YouTube and TripAdvisor).

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Tourism Sentiment Index | Calculating your score

Gathering sentiments Attitudes

A sentiment score allows us to
understand in a single snapshot the
overall attitude of conversations
about Sunshine Coast through the
eyes of its visitors, and provides a
performance benchmark to track Promoter Passive Detractor
over time. Throughout the report,
attitudes are marked as promoter,
passive or detractor.

Applying the formula Formula

Once scanning, monitoring and
Tourism
analysis of all online conversations
happening around the world related
to Sunshine Coast are complete,
we apply the Tourism Sentiment
[ % ] –[ % ] X 100 = Sentiment
ScoreTM
result
ScoreTM formula.

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Tourism Sentiment Index | Examples from Sunshine Coast

Destination promoter
Those actively recommending or speaking
positively about Sunshine Coast to others

Destination passive
Those speaking about Sunshine Coast
from an indifferent point of view

Destination detractor
Those actively discouraging or speaking
negatively about Sunshine Coast to others

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Tourism Sentiment Index | Dashboard

Place Sentiment Score Tourism Sentiment ScoreTM

Place Sentiment Score is an Tourism Sentiment Score is a
aggregate value of all measure of a destination’s ability
conversations around a to generate positive word of
destination, whether or not the mouth about its tourism offering.

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individual conversations have a It is an aggregate score that
direct impact on perceptions of the focuses solely on online
tourism offering. It captures conversations that reference or
opinions of all aspects of the affect a potential traveler’s
destination from politics to real perceptions of a destination’s
estate. tourism offering.
While the scope of place sentiment The Tourism Sentiment Score
Promoter Passive Detractor Promoter Passive Detractor
is not entirely under the purview of results are presented in six
tourism, this score is important to categories (pages 9-17). Each
understand. 39% category is broken into the 53 54%
tourism assets (page 17) that
comprise the six categories.
3% 2%
tbc
Competitive comparison Competitive comparison
Place sentiment indicates overall attitudes toward a destination whether Tourism sentiment indicates overall attitudes toward a destination’s tourism
positive or negative. This comparison is Sunshine Coast’s performance vs. the offering. This comparison is Sunshine Coast’s performance vs. the range of your
range of your destination’s competitive set. destination’s competitive set.

Sunshine Coast Sunshine Coast

36 52

Low : 24 - 30 Avg : 30 - 36 High : 36 - 49 Low : 34 - 38 Avg : 38 - 52 High : 52 - 56

Competitive Sentiment Range Competitive Sentiment Range
Destination conversation volume indicates overall consumer awareness. This Tourism conversation volume indicates overall consumer awareness of a
comparison is Sunshine Coast’s performance vs. the range of your destination’s destination’s tourism offering. This comparison is Sunshine Coast’s performance vs.
competitive set. the range of your destination’s competitive set.

Sunshine Coast Sunshine Coast

46583 20174

Low : 42000 - 51000 Avg : 51000 - 84000 High : 84000 - 215000 Low : 17000 - 21000 Avg : 21000 - 31000 High : 31000 - 95000

Competitive Volume Range Competitive Volume Range 6

Tourism Sentiment Index | Tourism Conversation Volume

Volume of conversations is an indicator of overall awareness. The greater the volume of conversations for a
destination, the more people are talking about it, bringing a greater chance that people read or hear about the
destination. Volume does not represent quality. It represents opportunity.

100000

90000

80000

70000

60000

50000

40000

Sunshine Coast
30000
20174

20000

10000

0
Squamish Tofino Parksville Comox Valley Sunshine Coast Campbell River
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Tourism Sentiment ScoreTM | Category Analysis

The Tourism Sentiment ScoreTM dashboard

Amenities + Culture + presents the cumulative score for your
Entertainment History tourism industry. That cumulative score is
based on the performance of six tourism
categories. The following section allows you
to understand how Sunshine Coast’s
tourism sectors are performing by
examining the Tourism Sentiment Score
result for each of the six tourism categories.
Each tourism category is a collection of
specific, related assets (experiences,

TOURISM activities, attractions, services, etc.).

For each tourism category, Sunshine

SENTIMENT
Coast’s performance is analyzed by
comparing that category’s assets to your
Destination Outdoor destination’s competitive set, identifying
Services
SCORE TM Activities each asset’s current strengths and
challenges. Each category also has a three-
year trend score, showing the projected
growth trend, either positive (+) or negative
(-), based on the past three years of data.
All of this information gives you a deeper
understanding of Sunshine Coast’s appeal
and the trajectory of its performance. It is
vital data for your planning and activities,
including identifying niche markets, creating
Culinary + Relaxation + campaigns, planning destination
Food Scene Wellness development and engaging with
stakeholders.

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TSI | Tourism Sentiment ScoreTM | Amenities + Entertainment

Tourism Sentiment ScoreTM

Volume Sentiment
Sunshine Competitive Sunshine Competitive
Tourism Asset
Coast Average Coast Average

Casinos 0 9 0 7

23 Attractions +
Amusement Parks 95 327 46 44

Festivals + Events 1271 2950 21 29

Music +
Promoter Passive Detractor Performance Art 319 612 30 25

27% Nightlife 469 1000 30 39

Spectator Sports 332 451 11 34

4%
Category Subtotal 2486 5350 23 33

Three-year sentiment trend +25%

Competitive Comparison: Amenities + Entertainment Category Low High

Tourism conversation volume indicates overall consumer awareness of a Tourism sentiment indicates perceived quality of experience whether positive or
destination’s tourism offering. This comparison is Sunshine Coast’s performance negative. This comparison is Sunshine Coast’s performance vs. the range of your
vs. the range of your destination’s competitive set. destination’s competitive set.

Sunshine Coast Sunshine Coast Sunshine Coast Coast

Sunshine
2486 22323 23 22

Low : 2300 - 4000 Avg : 4000 - 5000 High : 5000 - 10000 Low : 21 - 23 Avg : 23 - 27 High : 27 - 52
Competitive Volume Range Competitive Sentiment Range
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TSI | Tourism Sentiment ScoreTM | Culture + History

Tourism Sentiment ScoreTM

Volume Sentiment
Sunshine Competitive Sunshine Competitive
Tourism Asset Coast Average Coast Average
Archaeological
Sites 0 0 0 0

20 Architecture
Historical
85 129 28 47

Landmarks + Sites 60 136 28 21

Indigenous Cultural
Attractions 59 596 11 23
Promoter Passive Detractor
Museums +
Galleries 200 506 12 20
20%
Public Art 55 212 22 50
Religious
0%
attractions 0 29 0 18

Three-year sentiment trend +47% Street Art 43 220 42 45

Category Subtotal 502 1828 20 30

Competitive Comparison: Culture + History Category Low High

Tourism conversation volume indicates overall consumer awareness of a Tourism sentiment indicates perceived quality of experience whether positive or
destination’s tourism offering. This comparison is Sunshine Coast’s performance negative. This comparison is Sunshine Coast’s performance vs. the range of your
vs. the range of your destination’s competitive set. destination’s competitive set.

Sunshine Coast Sunshine Coast

502 20

Low : 500 - 900 Avg : 900 - 1200 High : 1200 - 3400 Low : 7 - 20 Avg : 20 - 34 High : 34 - 41
Competitive Volume Range Competitive Sentiment Range
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TSI | Tourism Sentiment ScoreTM | Outdoor Activities (1/3)

Tourism Sentiment ScoreTM

Volume Sentiment
Sunshine Competitive Sunshine Competitive
Tourism Asset Coast Average Coast Average

Camping 532 1689 55 44

55 Cycling + Biking 325 2037 44 38

Diving + Snorkeling 56 23 11 9

Promoter Passive Detractor Dog Sledding 0 0 0 0

56% Fishing 163 1186 55 49

Golfing 95 295 17 21
1%

Hiking 1363 5436 58 58

Three-year sentiment trend +38%

Horseback Riding 0 9 0 10

Competitive Comparison: Outdoor Activities Category Low High

Tourism conversation volume indicates overall consumer awareness of a Tourism sentiment indicates perceived quality of experience whether positive or
destination’s tourism offering. This comparison is Sunshine Coast’s performance negative. This comparison is Sunshine Coast’s performance vs. the range of your
vs. the range of your destination’s competitive set. destination’s competitive set.

Sunshine Coast Sunshine Coast

10130 55

Low : 6200 - 9800 Avg : 9800 - 11600 High : 11600 - 58900 Low : 35 - 48 Avg : 48 - 54 High : 54 - 61
Competitive Volume Range Competitive Sentiment Range
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TSI | Tourism Sentiment ScoreTM | Outdoor Activities (2/3)

Tourism Sentiment ScoreTM

Volume Sentiment
Sunshine Competitive Sunshine Competitive
Tourism Asset Coast Average Coast Average

Hunting 19 217 42 36

55 Jet Boat + Jetski 0 0 0 0

Motorsports +
Motorcycles 75 540 45 42

Promoter Passive Detractor Nature Viewing 4751 3080 63 61

Paddle Sports 854 901 51 41

56%

Rock Climbing 22 906 45 13

1%

Sailing + Yachts 559 423 43 38

Three-year sentiment trend +38%

Skateboarding 0 106 0 66

Competitive Comparison: Outdoor Activities Category Low High

Tourism conversation volume indicates overall consumer awareness of a Tourism sentiment indicates perceived quality of experience whether positive or
destination’s tourism offering. This comparison is Sunshine Coast’s performance negative. This comparison is Sunshine Coast’s performance vs. the range of your
vs. the range of your destination’s competitive set. destination’s competitive set.

Sunshine
Sunshine CoastCoast Sunshine Coast
5772 10130 55

Low : 6200 - 9800 Avg : 9800 - 11600 High : 11600 - 58900 Low : 35 - 48 Avg : 48 - 54 High : 54 - 61
Competitive Volume Range Competitive Sentiment Range
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TSI | Tourism Sentiment ScoreTM | Outdoor Activities (3/3)

Tourism Sentiment ScoreTM

Volume Sentiment
Sunshine Competitive Sunshine Competitive
Tourism Asset Coast Average Coast Average
Skiing +
Snowboarding 47 1271 38 33

55 Sky Diving /
Bungee / Ziplining 0 48 0 22

Snowmobiling 0 157 0 16

Promoter Passive Detractor Snowshoeing 25 174 48 27

56% Surfing 49 2398 35 12

Wildlife Viewing 1170 3523 38 39

1%

Windsports 25 114 52 31
Three-year sentiment trend +38%
Category Subtotal 10130 24531 55 50

Competitive Comparison: Outdoor Activities Category Low High

Tourism conversation volume indicates overall consumer awareness of a Tourism sentiment indicates perceived quality of experience whether positive or
destination’s tourism offering. This comparison is Sunshine Coast’s performance negative. This comparison is Sunshine Coast’s performance vs. the range of your
vs. the range of your destination’s competitive set. destination’s competitive set.

Sunshine Coast Sunshine Coast

10130 55

Low : 6200 - 9800 Avg : 9800 - 11600 High : 11600 - 58900 Low : 35 - 48 Avg : 48 - 54 High : 54 - 61
Competitive Volume Range Competitive Sentiment Range
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 TSI | Tourism Sentiment ScoreTM | Relaxation + Wellness

Tourism Sentiment ScoreTM

Volume Sentiment
Sunshine Competitive Sunshine Competitive
Tourism Asset Coast Average Coast Average

Beaches 3350 10885 63 48

63 Cruises 0 0 0 0
Hot pools and
springs 0 318 0 16

Promoter Passive Detractor Shopping 38 231 58 54

64% Spas + Wellness 56 269 66 63

Category Subtotal 3444 11704 63 49

1%

Three-year sentiment trend +29%

Competitive Comparison: Relaxation + Wellness Category Low High

Tourism conversation volume indicates overall consumer awareness of a Tourism sentiment indicates perceived quality of experience whether positive or
destination’s tourism offering. This comparison is Sunshine Coast’s performance negative. This comparison is Sunshine Coast’s performance vs. the range of your
vs. the range of your destination’s competitive set. destination’s competitive set.

Sunshine Coast Sunshine Coast Sunshine Coast

736 3444 63

Low : 1700 - 2900 Avg : 2900 - 9800 High : 9800 - 28000 Low : 30 - 50 Avg : 50 - 55 High : 55 - 63
Competitive Volume Range Competitive Sentiment Range
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TSI | Tourism Sentiment ScoreTM | Culinary + Food Scene

Tourism Sentiment ScoreTM

Volume Sentiment
Sunshine Competitive Sunshine Competitive
Tourism Asset Coast Average Coast Average

Breweries + Beer 908 1089 61 59

62 Distilleries + Spirits 148 206 68 64

Food Producers +
Farmers Markets 159 287 52 60

Promoter Passive Detractor Restaurants 1069 2454 62 54

Wineries + Wine 70 335 67 57

63%
Category Subtotal 2354 4370 62 56

1%

Three-year sentiment trend +20%

Competitive Comparison: Culinary + Food Scene Category Low High

Tourism conversation volume indicates overall consumer awareness of a Tourism sentiment indicates perceived quality of experience whether positive or
destination’s tourism offering. This comparison is Sunshine Coast’s performance negative. This comparison is Sunshine Coast’s performance vs. the range of your
vs. the range of your destination’s competitive set. destination’s competitive set.

Sunshine Coast Sunshine Coast Sunshine Coast

2354 10951 62

Low : 1400 - 2400 Avg : 2400 - 3200 High : 3200 - 9600 Low : 46 - 56 Avg : 56 - 58 High : 58 - 61
Competitive Volume Range Competitive Sentiment Range
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TSI | Tourism Sentiment ScoreTM | Destination Services

Tourism Sentiment ScoreTM

Volume Sentiment
Sunshine Competitive Sunshine Competitive
Tourism Asset
Coast Average Coast Average
Access +
Transportation 332 425 18 35

52 Accommodation 413 850 76 50

Conventions 7 11 14 7

Promoter Passive Detractor Frontline staff 37 161 22 26

54% Tour 86 199 3 22

Weddings 383 847 71 68

2%
Category Subtotal 1258 2493 52 46

Three-year sentiment trend +28%

Competitive Comparison: Destination Services Category Low High

Tourism conversation volume indicates overall consumer awareness of a Tourism sentiment indicates perceived quality of experience whether positive or
destination’s tourism offering. This comparison is Sunshine Coast’s performance negative. This comparison is Sunshine Coast’s performance vs. the range of your
vs. the range of your destination’s competitive set. destination’s competitive set.

Sunshine Coast Sunshine Coast

1258 52

Low : 1100 - 1200 Avg : 1200 - 1900 High : 1900 - 4100 Low : 30 - 34 Avg : 34 - 52 High : 52 - 63
Competitive Volume Range Competitive Sentiment Range
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TSI | All Tourism Asset Data

VOLUME SENTIMENT VOLUME SENTIMENT

Sunshine Coast Comp. Avg. Sunshine Coast Comp. Avg. Sunshine Coast Comp. Avg. Sunshine Coast Comp. Avg.

Amenities + Entertainment Outdoor Activities cont.

Casinos 0 9 0 7 Sailing + Yachts 559 423 43 38
Attractions + Amusement Parks 95 327 46 44 Skateboarding 0 106 0 66
Festivals + Events 1271 2950 21 29 Skiing + Snowboarding 47 1271 38 33
Music + Performance Art 319 612 30 25 Sky Diving / Bungee / Ziplining 0 48 0 22
Nightlife 469 1000 30 39 Snowmobiling 0 157 0 16
Spectator Sports 332 451 11 34 Snowshoeing 25 174 48 27
Category Subtotal 2486 5350 23 33 Surfing 49 2398 35 12
Culture + History Wildlife Viewing 1170 3523 38 39
Archaeological Sites 0 0 0 0 Windsports 25 114 52 31
Architecture 85 129 28 47 Category Subtotal 10130 24531 55 50
Historical Landmarks + Sites 60 136 28 21 Relaxation + Wellness
Indigenous Cultural Attractions 59 596 11 23 Beaches 3350 10885 63 48
Museums + Galleries 200 506 12 20 Cruises 0 0 0 0
Public Art 55 212 22 50 Hot pools and springs 0 318 0 16
Religious attractions 0 29 0 18 Shopping 38 231 58 54
Street Art 43 220 42 45 Spas + Wellness 56 269 66 63
Category Subtotal 502 1828 20 30 Category Subtotal 3444 11704 63 49
Outdoor Activities Culinary + Food Scene
Camping 532 1689 55 44 Breweries + Beer 908 1089 61 59
Cycling + Biking 325 2037 44 38 Distilleries + Spirits 148 206 68 64
Diving + Snorkeling 56 23 11 9 Food Producers + Farmers Markets 159 287 52 60
Dog Sledding 0 0 0 0 Restaurants 1069 2454 62 54
Fishing 163 1186 55 49 Wineries + Wine 70 335 67 57
Golfing 95 295 17 21 Category Subtotal 2354 4370 61 56
Hiking 1363 5436 58 58 Destination Services
Horseback Riding 0 9 0 10 Access + Transportation 332 425 18 35
Hunting 19 217 42 36 Accommodation 413 850 76 50
Jet Boat + Jetski 0 0 0 0 Conventions 7 11 14 7
Motorsports + Motorcycles 75 540 45 42 Frontline staff 37 161 22 26
Nature Viewing 4751 3080 63 61 Tour 86 199 3 22
Paddle Sports 854 901 51 41 Weddings 383 847 71 68
Rock Climbing 22 906 45 13 Category Subtotal 1258 2493 52 46

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Tourism Sentiment Index | Recommendations

Next Steps
This report provides Sunshine Coast with a view of how it is perceived and discussed among consumers as a travel destination.
Everyone in your destination can influence the levels of positive and negative sentiments about its tourism experiences. Based on our
analysis of word of mouth about your destination, we recommend the following actions for your organization.

Amplify + Own: Address + Attack:

Current competitive tourism strengths Current competitive tourism challenges

Within this report's competitive set, Sunshine Coast Within this report's competitive set, Sunshine Coast
is strong in: is challenged with:
• Beaches • Festivals + Events
• Nature • Hiking
• Paddle Sports

Next step: We recommend that Sunshine Coast Next step: We recommend that Sunshine Coast
confirm these strengths are part of its current seriously consider if specific strategies should be
strategic focus or should be and, if so, invest and developed to drive improvements in these areas of
amplify these assets and own these spaces. the visitor experience.

Contact Us
Destination Think! works with destinations around the world to unleash the power
of word of mouth across every aspect of a destination marketing organization.
To learn more about how we can help your organization, please contact us.

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