Sentiment and Framing in the #AyoKePariaman Digital Tourism Campaign: An AI-Based Analysis

doi:10.36782/jcs.v15i2.2658

Sentiment and Framing in the #AyoKePariaman Digital Tourism Campaign: An AI-Based Analysis

Annisa Weriframayeni, Sri Mona Octafia, Delpa Delpa

Abstract

Digital tourism campaigns utilizing hashtags have transformed destination branding from a top-down monologue into a complex dialogue. However, this participatory culture often leads to narrative contestation where user-generated content challenges official promotional images. This study investigates the narrative dynamics within the #AyoKePariaman campaign in West Sumatra by integrating communication theory with artificial intelligence. Employing a mixed-methods design, we systematically collected a dataset of 45,830 Instagram posts. The analysis utilized Long Short-Term Memory (LSTM) for precise sentiment classification and K-Means Clustering for audience segmentation. These computational results were then deepened through Robert Entman’s framing analysis to deconstruct the specific narratives constructed by dominant audience groups. The findings reveal a polarized digital landscape. While positive sentiment dominates (68.3%) driven by the "Destination Promoters" cluster who frame Pariaman as a "hidden paradise" of natural beauty and culture a significant counter-narrative emerged. A "Constructive Critics" cluster (15%) actively framed the destination as "wasted potential," highlighting specific operational failures such as poor waste management, illegal parking fees, and inadequate facilities. Theoretically, this study illustrates how negative expectancy violations trigger counter-agenda setting in digital tourism. Practically, the findings suggest that destination managers must shift from purely promotional strategies to responsive crisis management, utilizing AI-based social listening to address critical feedback before it delegitimizes the destination's brand identity.

To cite this article (7^th APA style):

Weriframayeni, A., Octafia, S. M., & Delpa. (2025). Sentiment and framing in the #AyoKePariaman digital tourism campaign: An AI-assisted analysis. Journal Communication Spectrum: Capturing New Perspectives in Communication, 15(2), 145-156. https://doi.org/10.36782/jcs.v15i2.2658

Keywords

tourism branding; user-generated content; agenda-setting; framing analysis; artificial intelligence

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