How DMO Can Measure the Experiences of a Large Territory

This paper aims at providing a methodology for analyzing and measuring the experiences offered by a large territory by investigating online conversation on the “things to do” or in other words the experiences by TripAdvisor platform. Opinions and comments are able to influence the choice of the tourist destination and to raise specific expectations, in order to find corrective measures to be taken to preserve or enhance the interest of a tourist destination. By applying the methodology advanced, Destination Management Organization (DMO) can collect useful information in order to make decisions and take action to protect and/or increase the competitiveness of the destination. The empirical observation, thought the methodology described herein, was applied in the Province of Brescia, Italy, a large territory marked by the presence of different destinations and experiences and Bresciatourism—Visit Brescia, the DMO of this territory, was involved.