Destination Image Through Text Analysis of Uk Based International News Media: A Study on Sri Lanka Tourism

Understanding how international news media shapes a country’s tourism sector is challenging because of the wide variety of media sources, perspectives and understanding. Sentiment analysis plays a crucial role, especially in tourism, where understanding the public’s view-point is key for effective marketing strategies and destination management. This study presents a novel approach to evaluating how Sri Lanka’s tourism industry is portrayed in international news in the United Kingdom. By applying sentiment analysis models and ensuring accuracy through careful data collection, cleaning, and preparation, the research identifies clear patterns linking positive media sentiment with increased tourist arrivals to the island. Additionally, examining media coverage over time helps reveal shifts in sentiment, offering deeper insight into how Sri Lanka’s image as a travel destination has developed globally, particularly in the English-speaking countries. Overall, this comprehensive analysis provides valuable guidance for stakeholders to enhance and manage the country’s tourism reputation through focused promotional efforts.