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Mining and exploring electronic word-of-mouth from Twitter: case of the Java Jazz Festival

Harriman Samuel Saragih (School of Business and Economics, Universitas Prasetiya Mulya, Jakarta, Indonesia and Mario Einaudi Center for International Studies, Cornell University, Ithaca, New York, USA)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 6 May 2021

Issue publication date: 15 July 2021




This paper aims to explore textual patterns in ten years of electronic word-of-mouth communications amongst social media (SM) users of the Java Jazz Festival.


This study uses a data-scraping technique to gather user-generated content from Twitter. Word-cloud and word-frequency analysis, along with descriptive coding and pattern matching, are used to categorise the initial findings. Trends and differences in terms of the number of tweets over a ten-year period were examined using analysis of variance and seasonality analysis.


From more than 1.3 million Twitter tweets between 2008 and 2018, this study identified six initial themes. Quantitative analysis revealed that the number of tweets differed significantly in the four quarters of the ten-year period.

Research limitations/implications

The results of this study contrast with the claim that digital media communication generally occurs before a festival begins and are least during the festival. Nevertheless, this study supports the notion that SM interaction results in positive consequences, drives conversations amongst users and increases engagement.

Practical implications

This study offers five practical implications for music festival organisers and related entities.


To the best of the author’s knowledge, this study is the first to provide a systematic and practical data mining and interpretation approach from Twitter within a ten-year period in the Asia Pacific context, through the case of the Java Jazz Festival.

研究目的 – 本论文旨在分析十年来Java爵士音乐节的社交媒体用户发布的文字模式,从而探索其网络口碑效应。











Saragih, H.S. (2021), "Mining and exploring electronic word-of-mouth from Twitter: case of the Java Jazz Festival", Journal of Hospitality and Tourism Technology, Vol. 12 No. 2, pp. 341-354.



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