A qualitative sentiment analysis of online viewers' non-social

emotions in Southeast Asian UNESCO declared heritage

structure videos.

Kaillah Marie Enriquez1, James Benedict G. Mallari 1, Gaius Mitchell Aguilar 1,

John Christopher B. Mesana 1, 2, and Prof. Allan B. De Guzman, PhD 1, 2, 3
1
College of Business Administration and Accountancy, Colegio de San Juan de Letran, Manila,
Philippines
2
Research and Publication Department, Colegio de San Juan de Letran, Manila, Philippines

Abstract

Heritage tourism is an integral part of the global tourism industry and has immense
potential. However, further research is necessary to comprehend internet users'
emotional and behavioral traits to maximize their potential. To address this gap, this
paper will qualitatively analyze YouTube comments about UNESCO videos
showcasing Southeast Asian heritage tourism. To gain invaluable insights into the
viewers' experiences and identify the essential comments using Phronetic Iterative
Data Analysis (Tracy, 2013). We will also verify our findings using member
verification procedures, ensuring the accuracy of our results. Our ultimate goal is to
provide theoretical contributions, practical implications, constraints, and proposals
that can help the heritage tourism sector grow and thrive.

Keywords: heritage tourism, user-generated content, qualitative sentiment analysis,

YouTube comments, Phronetic Iterative Data Analysis

1.0 Introduction

Kaplan and Haenlein (2010) define social media as a collection of web-based apps
for user-generated content. It is often described by communication direction (Kent,
2010) or specific tools (Howard & Parks, 2012). In 2014, Facebook, Twitter, and
YouTube had a total of 2.8 billion monthly users. Twitter was the fastest-growing
platform with 500 million users (Wilkinson et al., 2015). Social media has
revolutionized the business world (Ospina & Roser, 2023). Social media boosts
business efficiency and leads to a consumer-driven marketplace (Berthon et al.,
2012; Ashworth, 2011; Barnes, 2010). Despite ongoing changes, there is more to
learn about social media's relationship with business (Berthon et al., 2007).

Therefore, travelers rely on reviews to choose destinations and share experiences.

Mobile technologies have increased interactions between travelers during their trips.
They can share images and videos and chat in real time with friends using apps like
WhatsApp and Facebook. Buhalis and Law (2008) noted this development. Notably,

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Social media is vital for educational tourism, as it enables education marketers to
reach potential students at a lower cost and at any time through platforms like
Facebook and Twitter (Aghaee, 2010; Wankel, 2009). Similarly, research on the
rural tourism market needs to be more significant to afford extensive promotion
(Lane, 1994).

However, even small travel sites might benefit from social media advertising.
Milano et al. (2011) found that Facebook greatly impacted tourism website visits.
Interestingly, Nature-based tourism studies suggest that Instagram has more daily
users than Facebook and Twitter combined. (Abbott et al., 2013; Hu et al., 2014)
Furthermore, Instagram had 714 million monthly users in 2018.

Heritage tourism and social media marketing via social networks have rapidly
increased for promoting products or services. Ernst & Young Romania (2013) found
that 78% of companies use social media for promotion, with 52% using it for 1-3
years. Facebook, YouTube, and LinkedIn are the top platforms. Visual content is
preferred over text and blogs. Facebook, YouTube, and LinkedIn are the top
platforms. Visual content is preferred over text and blogs.

YouTube is an excellent tool for heritage tourism, offering a vast collection of

videos and information on destinations. Visitors can upload videos and share
experiences, thoughts, and reviews. More research is needed to analyze the material
created by heritage visitors (Baniya et al., 2020). This study shows how YouTube
videos can be used for responsible tourism initiatives and enhance our understanding
of non-social emotions in tourism.

2.0 Theoretical Background

2.1 Theoretical Framework

This paper uses Semantic Space Theory (SST) to study emotions in a

multidimensional space (Cowen & Keltner, 2017). Concepts are arranged based on
similarity and relatedness in a semantic space. It helps identify individual differences
in emotion-related traits (Cowen & Keltner, 2017). SST involves two crucial
affective dimensions: valence (positive or harmful nature of the emotional state) and
arousal (intensity/activation level of emotions). These dimensions describe raw,
connected, and disconnected feelings, not emotions towards specific situations or
objects. Research by Cowen and Keltner (2017).

Impliedly, YouTube videos featuring Southeast Asian UNESCO heritage structures

sites display various emotions, which online viewers can also feel. Similarly, prior
comments posted expressing certain emotions may also be mirrored by other online
viewers once read.

2.2 Review of Literature

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2.2.1 Southeast Asian UNESCO Heritage Sites

UNESCO now uses its original objective of identifying and protecting valuable sites
as a marketing tool for tourism (Thorsell & Sigaty, 1998). Additionally, Developing
nations are seeing a faster growth rate in heritage tourism than in other forms. Thus,
Heritage tourism reduces poverty and promotes community development by
showcasing a culture's past as a tourism resource. (UNWTO, 2005).

Interestingly, Angkor Wat is a UNESCO World Heritage site with rising visitor
numbers since 1992 (De Launey, 2012). Cambodia is known for its Khmer heritage,
embodied by the iconic Angkor temples (Tourism Cambodia, 2007). Furthermore,
Indonesian advertising shows cultural tourism, historical sites, and pilgrimage tours
(Ministry of Culture and Tourism 2007). Hoi An, a culturally rich town in Vietnam,
is a UNESCO Heritage site due to its well-preserved architecture.

2.2.2 Social Emotions

Leary (2004) defined social emotions as emotions arising from experiences with
others, which affect how individuals approach, interact with, and engage with the
target, leading them to assist, cooperate, antagonize, or avoid the target. Leary
(2004) defined social emotions as emotions arising from experiences with others,
which affect how individuals approach, interact with, and engage with the target,
leading them to assist, cooperate, antagonize, or avoid the target. Emotions may
reflect and define social interactions (Hareli & Parkinson, 2008). Various studies
have shown that social emotions are essential in interpersonal circumstances (De
Hooge et al., 2008; Fessler et al., 2003).

Social emotions in tourism relate to how people behave, as they promote societal
norms and impact social ties (Heatherton & Krendl, 2009). Despite recent research
on emotions' impact on tourism commitment, support, and concern, only some
studies have explored tourists' social emotions. Zheng et al. (2020) and Buda et al.
(2014) stress the need to comprehend social emotions in tourism. Tourists' emotions
can affect their support for tourism. Positive emotions enhance support, while
negative emotions decrease it (Jordan et al., 2019; Ouyang et al., 2017; Zheng et al.,
2019a, 2019b). Tourists' emotions can affect their support for tourism.

2.2.3 Youtube in tourism studies

YouTube launched in 2005 and is now the top video-sharing service online (Cheng
et al., 2007). It is a widely used social media platform (Liikkanen et al., 2015) and a
central video-sharing hub (Arora et al., 2020). Videos may be displayed on this
platform to communicate effectively with viewers. YouTube users can enjoy several
benefits, such as knowledge, entertainment, and socializing (Khan, 2017). With that,

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YouTube can be seen as the convergence of familiar forms of entertainment such as
television, music, and cinema (Shao, 2009).

YouTube is crucial in making knowledge easily accessible and quickly applicable to

internet communities at a low cost (Sambhanthan et al., 2020; Yoganarasimhan,
2012). Tourism studies require prior visitor experience and challenging data
collection (Pan et al., 2021). According to Reino and Hay (2016), tourists can access
authentic information sources and share their experiences. User feedback can have
varying levels of influence, as demonstrated in Fuentes et al.'s (2020) study.

2.2.4 Heritage tourism

Heritage tourism involves visiting historical places and activities (Green & Webb,
1993). Heritage tourism, as per Yale (1999), centers on ancient structures, works of
art, and breathtaking scenery. Furthermore, Heritage tourism is crucial for global
tourism (AlSayyad, 2013; Ashworth & Larkham, 2013; Poria et al., 2003).
Interestingly, Heritage tourism promotes economic development, public safety, and
cultural identity (Chhabra et al., 2023; Halewood & Hannam, 2001; Johnson, 1999).
Notably, World Heritage Sites have boosted tourism in several countries, including
China, England, Germany, Hungary, and Romania (Li et al., 2008; Yang et al., 2010;
Herbert, 2001; McIntosh & Prentice, 1999; Light, 2000).

Further, Heritage tourism promotes cultural heritage and positive ideologies while
symbolizing a community, nation, or region. It encourages international travel to
learn about different cultures and histories (Labadi & Long, 2010). Heritage tourism
also illustrates many modern travelers' desire to actively and personally experience
an array of past and current cultural settings, performances, food, arts and crafts, and
interactive activities (Chhabra et al., 2003).

3.0 Methods

3.1 Research Design

Sentiment analysis studies emotional expression and opinions on social media

(Gaspar et al., 2016). Zerr et al. (2013) proposed a method to assess subjectivity in
interviews for archival storage. Two studies used sentiment analysis on social media
posts (Hutto & Gilbert, 2014) and online course discussions (Wen et al., 2014).

3.2 Study site

Data was collected in Cambodia. Angkor Wat, a 12th-century temple, has been a
UNESCO World Heritage Site since 1992. The temple was built with Kulen
Mountain's sandstone, 40 km away. Sandstone colors vary from green-gray to
yellow-brown. Delvert (1963), Lille (1967), and Reucher et al. (2007) reported its
properties. Cambodian troops withdrew from the demilitarized zone near Preah

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Vihear temple on the Cambodia/Thai border in July 2012. The monument is a
UNESCO World Heritage Site disputed by two nations for almost a century
(Croissant & Chambers, 2011).

Borobudur Temple was constructed by the Buddhist Sailendra dynasty between the
7th and 9th centuries, according to UNESCO (2014). Borobudur Temple was
constructed by the Buddhist Sailendra dynasty between the 7th and 9th centuries,
according to UNESCO (2014). (Phuoc, 2010; Soekmono, 1976). Prambanan Temple
is on the border of Central Java and Yogyakarta provinces in Prambanan village
(Nieamah, 2014, p. 52). Prambanan Temple risked disasters in 2006. Heritage
tourism showcases a destination's past and present (Andago et al., 2017; Bryce et al.,
2015; Leong, 2016).

Interestingly, The Hue Complex represents pride and identity for the Hue people.
Restoration of cultural assets and traditions has boosted tourism and improved lives
(Vu & Ton-That, 2012). Hue Complex is vital for Hue people's economy and culture
due to its popularity among tourists (Hue et al., 2018; Johnson, 2010; Ngo, 2018).

3.3 Corpus of data and data collection procedure

This study uses comments from YouTube to gather opinions from users (Courtois et
al., 2013). YouTube accounts for 20% of all HTTP traffic (Cheng et al., 2007),
making it a widely used platform. Every day, it receives more than 150,000 videos
created by the users (Kruitbosch & Nack, 2008; Wesch, 2008a). Therefore, YouTube
provides a platform where users can express their emotions freely (Lee, 2011).

Heritage tourism videos will be selected using purposive sampling to ensure more
accurate and meaningful data (Kelly, 2010). Etikan et al. (2016) recommend
purposive sampling for qualitative research to select cases with the most data and
optimize resources.

The following are the inclusion criteria that will be used in purposively selecting
heritage tourism videos from YouTube:

1. The video should only feature specific heritage sites found in Southeast
Asian countries.
2. The video should have at least 100 comments and 1000 views.
3. The video should be in English language or have English subtitles.
4. The video should be published from 2015 to 2023.

Data Miner by De Guzman et al. (2021) is a free tool that collects YouTube
comments and other data from websites. Only English comments or subtitles will be
considered. Only necessary comments, emojis, and other languages will be
addressed for better data analysis.

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3.4 Mode of analysis

An analysis of comments submitted on several selected YouTube videos about

heritage tourism, a Phronetic Iterative Qualitative Data Analysis (PIQDA) will be
carried out using the qualitative approach by Sarah J. (Tracy, 2013), which leads
from the use of previously established models, explanations and theory to anemic or
spontaneous interpretation of qualitative data. Researchers should begin with
descriptive primary cycle coding using the phronetic iterative method when they
have appropriately structured their resources. The first steps are "encoding," "line by
line coded," and "first coding" (Glaser & Strauss, 1967; Charmaz, 2014). Organize
codes into "secondary-cycle coding" (Tracy, 2013), then move to more analytical
"focus" or "theme" codes (Gioia et al., 2013; Saldaña, 2016) to analyze data.
Organize codes into "secondary-cycle coding" (Tracy, 2013), then move to more
analytical "focus" or "theme" codes (Gioia et al., 2013; Saldaña, 2016) to analyze
data. Authors suggest "member checking" for quantitative studies to enhance
credibility and reliability (Barbour, 2001; Byrne, 2001; Coffey et al., 1996; Doyle,
2007; Lincoln et al., 1985).

Findings

Guided by Cohen and Keltner's (2017) twenty-seven kinds of emotions, this

qualitative research establishes an exciting model that depicts online viewers' non-
social emotions towards vlogs that showcase heritage tourism in Southeast Asian
countries. The model (figure 1), illustrated by a wheel, consists of three different
areas of heritage tourism videos that are ideally defined as Intention-building
emotions, illustrate how the vlogs have the power to influence the viewers to make
them want to visit Southeast Asian countries specifically, Cambodia, Indonesia, and
Vietnam to adore their heritage structures, culture, and history. Contrarily,
information-seeking emotions show that heritage tourism vlogs in Southeast Asian
nations can pique viewers' attention as they learn about the beauty of heritage
architecture and elicit a strong desire to learn more about the heritage site. Lastly,
Memory-building emotions emphasize the potential of vlogs to influence viewers by
provoking their memory to ponder past experiences with the heritage sites.

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Figure 1. The hub-spoke model of heritage structures pre and post-visitor non-social
emotions

Intention-building emotions

In this qualitative study, vlogs depicting heritage tourism in Southeast Asian

countries were able to elicit adoration among online viewers. This is because some
viewers have previously experienced its tangible and intangible features.

“Angkor Wat is so beautiful! You should see Angkor Wat at least once in a lifetime.”
(V1)

"I love Indonesia's motto: 'Unity in Diversity.' People of all races, ethnicities, and
religions live in harmony. Other countries should follow their example for world
peace." (V8)

Interestingly, other comments showed aesthetic appreciation as they discovered how

beautiful and empowering Southeast Asian countries have become in terms of
heritage structures and traditions. As posted:

“Seeing your video, I want to go around Indonesia to see the beautiful diversity.”
(V3)

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 "When you visit Cambodia, you should try on traditional Cambodian clothes; it is
stunning; Cambodia is the original owner of Thai and Lao culture." (V1)

Lastly, online viewers found themselves thoroughly craving more vlogs of the
heritage destination site, especially those who want to experience such destinations,
as mentioned:

“This video is shorter than average because both Borobudur and Prambanan are so
special that they deserve their videos.” (V3)

“What a cliffhanger. I hope the next video will come very soon.” (V3)

Generally, Intention-building emotions refer to a collective set of emotions that

reflects the enthusiasm for visiting the heritage destination site and experiencing its
tangible and intangible features.

Information-seeking emotions

Southeast Asian heritage tourism vlogs have been seen to stimulate online viewers'
curiosity, especially about the distinctive features of heritage destinations that enable
them to identify their interest beyond more profound heritage structures, as shared:

“It makes me wonder what the people were like and why such a monumental
endeavor was so important to accomplish.” (V2)

“Thanks for the great explanation. I would love to see more videos about these
temples." (V6)

Interestingly, viewers also felt bored by the misinformation coming from the
vlogger. This realization led to a heightened awareness among content creators,
prompting them to prioritize factual and accurate content, as posted:

“Please stop saying the temples are 1000 years old. You do not know, no one
knows.” (V2)

"You did not even need to compare Borobudur or Prambanan politely because back
then, our ancestors built Prambanan to compete with Borobudur.” (V7)

Finally, specific comments from viewers expressed their confusion after noticing
some wrong information about heritage structures, allowing them to give some facts
and insight about the site, as mentioned:

"It seems like all the stones have a hole in their center. Do you think that indicates
anything? "(V2)

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“Not sure if it is the biggest Hindu temple in Indonesia, I think Besakih temple in
Bali is the biggest in Indonesia, and also it is active for worshiping." (V6)

Summarily, Information-seeking emotions refer to a group of emotions depicting

curiosity among online audiences about various features of heritage destination sites,
pushing them to discover the heritage structures further.

Memory-building emotions

Despite COVID-19 restrictions at some heritage sites, tourism vlogs showcasing

these destinations have sparked a sense of sadness among online viewers. This
presents an opportunity for travelers to plan future visits and explore these sites in
person, as mentioned:

“Ramayana ballets were performed pre-COVID at night by Prambanan temple. The

Hindu story of Rama and Sita was portrayed theatrically. Show to return in the
future." (V7)

“Miss Angkor wat temple” (V1)

Moreover, the aftermath of the pandemic elicits a sense of nostalgia among online
viewers toward heritage sites, as posted:

“I visited Jakarta, Semarang, Yogyakarta, Labuanbajo Komodo, Lombok, and Bali

before the world went into lockdown in February 2020. Borobudur was my last stop.
Thanks for the memories.” (V7)

“I have been to Borobudur and Prambanan 4 times. I prefer the Prambanan as it is

less crowded and the small candis to the north are very cool.” (V7)

Finally, online viewers have greatly appreciated content creators showcasing

heritage destinations. Despite the challenges brought on by the pandemic, these
viewers continue to support and sense admiration for content creators who are
committed to highlighting these destinations.

“I do appreciate what you have done so far. Thanks for promoting Indonesia.” (V7)

“Thank you for visiting Cambodia, especially Angkor Wat, and helping to promote
Angkor Wat to the world.” (V1)

Summarily, memory-building emotion refers to the cohort of emotions created by

memory-triggering facets of the vlogs among online viewers who seek to relish their
past experiences with the heritage site.

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Discussion

The study used Phronetic Iterative Qualitative Data Analysis (Tracy, 2013) to
identify non-social emotions expressed by viewers of heritage tourism vlogs through
analysis of posted comments. Based on the findings, a wheel model was developed
to highlight the critical emotions of Intention-building, Information-seeking, and
Memory-building. The model provides valuable insights into how vlogs evoke
emotions in Southeast Asian countries' heritage tourism.

Intention-building emotions

Admiration promotes personal growth, while adoration brings communities together

(Shindler et al., 2013). Borondo et al. (2020) found that novelty influences purchase
intention more than winery visits. Bhalla and colleagues (2023) found that the
stability of one's emotions plays a crucial role in determining the connection between
brand anthropomorphism, brand love, and brand attitude. Tiwari et al. (2020)
highlighted the need for policies, educators, and universities to offer courses that
foster empathy. Meacham et al. (2022) found that HIWP resources, supervisor
support, and personal resilience can reduce nurse turnover and emotional labor.
Grinde et al. (2022) suggested that aesthetic features provide benefits that explain
human appreciation of aesthetics.

Information-seeking emotions

The emotions of online viewers searching for information depict their curiosity in
heritage tourism vlogs on YouTube. Silberberg (1995) classified tourists into four
types based on their interest in specific sites: accidental, adjunct, partial, and great
cultural tourists. Tourists interested in heritage are known as cultural or absorptive
tourists (Silberberg, 1995; Ramires et al., 2018) or heritage tourists (Poria et al.,
2006). Due to boredom, online viewers prefer factual and accurate content about
heritage sites over content creators. Csikzentmihalyi's flow theory states that
achieving a flow state by balancing challenge and skill levels is essential for
avoiding anxiety, boredom, or frustration. Risk-taking can be unsafe, but a flow state
can bring growth and fulfillment (Kubey & Csikszentmihalyi, 2002; Salisbury &
Tomlinson, 2016). Csikszentmihalyi (1975a) used cultural values to define value
constructions, making flow theory relevant to tourism by providing meaningful and
unique tourist experiences.

Neglecting emotions, especially nostalgia, leads to confusion regarding the meaning

of heritage. Smith (2006) emphasizes the difficulty in critically engaging with
heritage and emotions while staying neutral per authorized heritage discourse.
Heritage can be used for conservative and progressive purposes, according to
Samuel (1994) and Smith (2006). However, heritage professionals and academics
often hesitate to deal with emotions due to anxiety over contradictory critiques and
the nostalgic nature of heritage practices.

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Memory – Building emotions

In this study, viewers expressed a sense of sadness as they recalled their past
experiences from the place. According to Lench et al. (2011), sadness can arise from
images, films, and memories of personal goal failures. This study may reflect the
emotions felt by online viewers who visit the place. Sadness can also be associated
with nostalgia, which online viewers of heritage tourism vlogs express. Nostalgia is
a longing for the past, often triggered by memories of people, events, or places
(Holak & Havlena, 1998; Wildschut et al., 2006). The viewers also admired the
content creator for promoting the beauty of the destination.

Smith et al. (2015) recommend remembering, visualizing, and admiring past eras,
cultures, or generations when visiting the historical structures in Istanbul. This leads
to positive emotional reactions and evaluations towards those places' atmosphere,
infrastructure, value, and attractions. Nostalgic emotions can boost tourists' positive
feelings about a destination's image (Kenyon & Bodet, 2018).

Conclusion

Theoretical Contributions

This study highlights the need to consider the emotional experiences of individuals
with non-social inclinations. It contributes to emotional tourism research by
extending the range of emotions beyond the theoretical framework and the 27
classifications provided by Cohen and Keltner (2017). This research improves our
understanding of how internet viewers respond emotionally to videos of heritage
sites. It helps viewers better understand emotions and provides a theoretical
framework for content creators. The study focuses on viewers' ability to identify and
understand emotions.

Practical Implications

This study may elicit various emotional responses from online viewers with regards
to non-social emotions, specifically about vlogs showcasing heritage tourism
locations in Southeast Asian countries that could help the viewers to have the urge to
have an idea and reason to visit a place:

1. Viewers connect emotionally with heritage destinations, experiencing

tangible and intangible aspects.

2. Curiosity is a powerful emotion that engages viewers and encourages

them to explore. It is beneficial for heritage tourism sites, where it helps
people discover cultural aspects. This creates confusion, but content
creators provide facts and insights that satisfy curiosity.

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 3. Creators connect with viewers through memory-building emotions.
Despite COVID-19 limitations, vlogs showcase heritage sites, generating
curiosity and reflecting on cultural landmarks, keeping their memory
alive.

Limitations & recommendations

This study examines the issues that content creators face while sharing their work on
YouTube. To solve these problems, content creators can promote their work on
social media platforms like Facebook, TikTok, and Instagram. Creators can also
survey and interview online viewers to better understand their audience's emotional
response and improve the quality of their content. By using other social media
platforms, creators can expand their reach and connect with a broader range of
viewers.

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