Online sentiment recovery during a destination crisis

This research note uses sentiment analysis of online conversations to identify how long it takes for individual attitudes to turn favourable again during a sustained destination crisis. The note’s main aim is to give insights to researchers and DMOs on the recovery process of online destination sentiment, as an indicator of destination image, by investigating the representation of the city of Athens in a popular forum. The case of Athens is topical, as the city faces a sustained financial crisis, which officially began on April 2010 and has been marked by a series of major financial events, such as credit downgrades and international loans. The research note is part of a wider research project, which aims to respond to the growing financial instability that has affected multiple destinations, and its multiple impacts on tourism