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ANALYSIS OF PUBLIC STANCE ON TOURISM DESTINATIONS IN SREM/SRIJEM REGION Olivera Grljević University of Novi Sad, Faculty of Economics in Subotica, Segedinski put 9-11, Subotica, Serbia Saša Bošnjak University of Novi Sad, Faculty of Economics in Subotica, Segedinski put 9-11, Subotica, Serbia Veselin Pavlićević University of Novi Sad, Faculty of Economics in Subotica, Segedinski put 9-11, Subotica, Serbia Nataša Pavlović Turism Organisation of Vojvodina, Bulevar Mihajla Pupina 6/IV, Novi Sad, Serbia DOI: https://doi.org/10.31410/tmt.2019.267 4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-29-5; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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Abstract: Online reviews posted on social media are a rich source of the customers’ voice. In this chapter, online reviews about various tourism destinations and attractions in Srem/Srijem region are used to analyze public stance and to uncover sources of satisfaction and dissatisfaction of visitors. Online reviews as unstructured data cannot be directly used for analysis, but require extensive data transformation and preparation which is done through annotation of data. Annotation is a process of enrichment of texts with specific meta-data. In presented research during the annotation process, the dataset, i.e. the corpus of collected reviews was labeled with information on sentiment, aspects, discourse functions, and information on a function different words have in expressions of opinion, sentiment or attitude within a review. 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