While emojis serve as a proxy of emotion in digital environments and pave the way for new epistemological viewpoints in destination marketing, certain symbols fail to receive equal attention. This study explores the sentiment of emojis across social media posts featuring different destination characteristics and their impact on engagement. By employing topic modelling and permutation feature importance, the findings revealed 21 topics based on diverse tourism contexts and the relative importance of different emoji types in predicting engagement. Moreover, in addition to bridging semiotics, data science, and tourism, this research also provides a deeper understanding of leveraging visual semiotics through their embedded sentiment.

中文翻译：

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利用表情符号作为视觉符号学来增强目的地营销的参与度


虽然表情符号在数字环境中充当情感的代表，并为目的地营销中的新认识论观点铺平道路，但某些符号未能得到同等的关注。本研究探讨了具有不同目的地特征的社交媒体帖子中表情符号的情绪及其对参与度的影响。通过采用主题建模和排列特征重要性，研究结果揭示了基于不同旅游背景的 21 个主题以及不同表情符号类型在预测参与度方面的相对重要性。此外，除了连接符号学、数据科学和旅游业之外，这项研究还提供了对通过视觉符号学嵌入的情感来利用视觉符号学的更深入的理解。