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A Data-Driven Approach to Predict Social Impact of Rural Tourism: Insights from UNWTO’s Video Campaigns | IEEE Conference Publication | IEEE Xplore

A Data-Driven Approach to Predict Social Impact of Rural Tourism: Insights from UNWTO’s Video Campaigns


Abstract:

Measuring the impact of tourism on society is important for efficient tourism planning and budgeting. Considerable amount of financial resources has been allocated for to...Show More

Abstract:

Measuring the impact of tourism on society is important for efficient tourism planning and budgeting. Considerable amount of financial resources has been allocated for tourism promotional efforts. Therefore, it is important to understand how well promotional efforts have stimulated tourism social impacts. This study aims to predict the UNWTO promotional video views and its resulting impact on society. A CNN model with VGG16 was used to classify videos and images into clusters and RGB models. Quantitative analysis was conducted to predict video views and annual GDP as a societal impact. Our model performance for predicting official video views reveals strong relationship between image characteristics and promotional video views. Most notably, the strong correlation between image/video data and countries’ GDP growth rate highlighted by the model’s performance illuminates the potential of image data as a predictive tool in understanding the economic impacts of tourism particularly in rural areas.
Date of Conference: 15-18 December 2023
Date Added to IEEE Xplore: 22 January 2024
ISBN Information:
Conference Location: Sorrento, Italy

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