Enhancing Tourism Destination Planning through Online Social Listening: Applications for Testing in Portuguese Municipalities

Mª Carmen Pardo-López; Mónica Cecilia Cortés García; Bianca Sofia Cerqueira Lopes

doi:10.2478/ejthr-2026-0011

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Enhancing Tourism Destination Planning through Online Social Listening: Applications for Testing in Portuguese Municipalities

European Journal of Tourism, Hospitality and Recreation

Volume 16 (2026): Issue s1 (August 2026)

By: Mª Carmen Pardo-López , Mónica Cecilia Cortés García and Bianca Sofia Cerqueira Lopes

Open Access

|Aug 2026

Abstract

This study explores the application of online social listening as a digital tool for diagnosing tourism destinations, with the aim of improving them and, consequently, achieving more efficient and sustainable planning. Social listening tools were employed to analyse social media discussions to assess user perceptions of the destination by tracking searches and mentions of relevant terms. A comparative analysis is conducted using two different social listening tools across various territories in Portugal. Findings indicate that digital tools significantly enhance decision-making by offering a deeper understanding of tourism dynamics. Municipalities can more accurately assess strengths, weaknesses, and opportunities, leading to more informed and strategic planning. Digital diagnostic tools are crucial for optimising tourism destination analysis and planning. They enable evidencebased strategies that foster sustainable tourism development and efficient resource management. The study highlights the value of integrating digital tools in tourism planning to streamline processes, improve knowledge about destination perception, and develop more sustainable strategies. These insights contribute to future policy development and decision-making.

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Articles in this issue

DOI: https://doi.org/10.2478/ejthr-2026-0011 | Journal eISSN: 2182-4924 | Journal ISSN: 2182-4916

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Language: English

Page range: 135 - 153

Submitted on: Aug 5, 2025

Accepted on: Aug 23, 2025

Published on: Aug 17, 2026

Published by: Polytechnic Institute of Leiria

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

Destination diagnosis,

Related subjects:

Business and economics,

Business management,

Business management, other,

Industries,

Tourism, hospitality, travel,

Event industry, leisure industry,

Sports and recreation,

Sports and recreation, other

© 2026 Mª Carmen Pardo-López, Mónica Cecilia Cortés García, Bianca Sofia Cerqueira Lopes, published by Polytechnic Institute of Leiria
This work is licensed under the Creative Commons Attribution 4.0 License.

Volume 16 (2026): Issue s1 (August 2026)