WEB SEMANTICO E SENTIMENT ANALYSIS PER INDAGARE L’IMMAGINE TERRITORIALE. AGGIORNAMENTI SUL CASO SALENTINO

Semantic Web and Sentiment Analysis to Investigate the Territorial Image. Updates on the Salento Case. – Starting from the deep difference between cyberspace and cyberplace, this paper is developed in the second field of space: the cyberplace. In its recent conceptualization it is intended as the connection between offline and online actions. It is therefore the interstitial place that is generated by the encounter between virtual space and real space. The cyberplace reflects all the stages of the journey of a smart tourister and therefore becomes a container of numerous information relating to the tourist experience and destination in the tourist gaze 3.0, as Urry recalls. Online, from the tourist's gaze, new territorial narratives are spreading that arouse different reactions from the habitual users of the tourist destination who polarize in the opposite behaviors of strengthening the sense of identity or denial of the tourist narrative and reaction. The proposed empirical case is an update of the study conducted four years ago on the perception and online narration of the tourist destination Salento. The methodology used for the qualitative analysis of the semantic web, used in the first study updated, is the Sentiment Analysis which, after several experiments, proves to be increasingly useful for the study of the cyberplace and of the geographical narratives that spread in a-material squares (Fayyad, Piatetsky-Shapiro, & Smyth, 1996; García, Gaines, Linaza, 2012; Grabner, Zanker, Fliedl, Fuchs, 2012; Hippner, Rentzmann, 2006; Kasper, Vela, 2011; Liu, 2011; Pang, Lee, 2008; Hu, Liu, 2004). Thanks to the proprietary App2Check sentiment analysis software, it is possible to understand the stories that spread on the Net and, above all, to investigate which new (though changeable and short-lived) feelings, images and identities are developing in Salento.