Sentiment Analysis of Travel Vlogs on Sorsogon Tourism Destination

Abstract

This study generally aimed to examine the sentiment analysis of travel vlogs featuring Sorsogon tourism destinations posted on Facebook and TikTok, focusing on how these online contents shaped the perceived image of the province. The researchers aimed to determine the most mentioned tourist destination, social media engagement in those travel vlogs, and the positive and negative sentiments expressed by viewers. This research was qualitative and used thematic analysis to interpret public comments from 2024 that specifically used the hashtag #BeautifulSorsogon in the travel vlogs. The data included not only travelers but also all individuals who openly reacted and shared their feedback on social media. Comments were gathered and coded into categories such as highly positive, neutral and highly negative. The findings showed that most comments reflected highly positive sentiments. Results also showed that the hashtag #BeautifulSorsogon served as an effective digital branding tool, strengthening the province’s image as a nature-centered and authentic destination. The researchers concluded that travel vlogs strongly influenced how audiences viewed Sorsogon and helped build a strong and marketable destination image. The study recommended that tourism stakeholders continue to improve their digital promotions, support content creators, and further develop the destination facilities to maintain consistent positive engagement and promote sustainable tourism growth