Discovering flamenco show audience tourists’ profile: Sentiment analysis, opinions and attitudes

Abstract

The aim of this work is to unveil the relationships between the socio-demographic profile of tourists attracted by flamenco shows and their opinions and perceptions about the importance of music in general and flamenco in particular as a motivation to travel, their interest and preference for flamenco and flamenco shows. The methodology employed is an artificial neural network to estimate a specific socio-demographic profile of tourists interested in attending flamenco shows, taking as the basis the prearranged input values, that is, the responses to Likert questions gathered through a survey. The network allows these responses to be customised, obtaining a “composite sketch” of the tourists’ profile made up of specific output values that correspond to a socio-demographic profile determined based on these responses. The network obtained allows quantifying the changes formed in the Likert scale of each item corresponding to every one of the characteristics included in the socio-demographic profile.