Analyzing Tourist Reviews To Improve Cultural Heritage Destination Management: Case Study Of Alhambra And Generalife In Spain

Abstract

This study aims to identify the strengths and weaknesses of a cultural heritage destination from the perspective of the visitors. The Alhambra and Generalife complex in Spain was used as a case study, and the opinions of tourists were collected from travel blogs and TripAdvisor. The methodology included content analysis using software like NVivo to identify key aspects of the tourist experience and a semantic network to graphically show strengths and weaknesses. The study was conducted at different time points to highlight the relevance of the state of conservation in the tourist experience and to assess the effectiveness of the proposed methodology in enhancing the cultural tourism experience.

The findings of the study revealed that analyzing social reviews can help managers of heritage destinations in improving their services and increasing tourist satisfaction. The weaknesses of the destination were mainly associated with the associated services (access control, security, parking, reservation and ticket purchase system, queues, signage), the maintenance of the site (some dirt is denoted), and the overcrowding that hinders the pleasant experience of the visit (crowd of people). However, the site itself and the spaces, the palaces, the gardens, and the facilities were the main strengths of the destination. The study also showed that restoration works, new booking and sale systems, and improved access controls positively affected the tourist experience. The research suggests that cultural heritage destinations should prioritize conservation and restoration efforts while simultaneously improving their services to enhance the tourist experience.