A Digital ‘Smiley’ Analysis of the Appreciation for Tourist Amenities by Visitors to London

Abstract Digital wellbeing research is on a rising edge. It is also increasingly applied in the hospitality sector to measure the satisfaction of visitors (metaphorically called here ‘ smileys ’); understanding and enhancing visitor satisfaction are pivotal for the success of tourism destinations. This study seeks to identify critical factors influencing the visitors’ appreciation for London, a city renowned for its allure, by harnessing available user data from Airbnb listings and hotels, using online reviews, with a particular view to the spatial pattern of visitors’ choices in corona times. Advanced statistical techniques, including sentiment analysis, digital text analysis, multilevel analysis, and geographically weighted regression, are employed to discover geographical patterns as well as statistical correlations between land use, density, geographic location, and visitor contentment. The findings reveal that proximity to parks, accessibility to public transportation, and the presence of natural amenities exert substantial influence on visitor satisfaction in London. Especially, the proximity to a park enhances visitor satisfaction, predominantly in western London. Efficient access to public transportation in central areas of the city positively impacts visitor contentment levels as well. Furthermore, the availability of and accessibility to natural attractions in the southern and southwest areas of London appear to elevate visitor satisfaction. These novel insights empower destination managers, policymakers, and tourism stakeholders to make informed decisions, formulate targeted strategies, and enhance visitor experiences in specific London locales. The research highlights the importance of considering location-specific factors and customizing approaches to optimize the visitor appreciations for a city. By understanding the complex dynamics between land use, density, location, and visitor satisfaction, stakeholders can foster sustainable tourism growth and create a more appealing environment for visitors.