Using geotagged facial expressions to visualize and characterize different demographic groups’ emotion in theme parks

Tourism is an emotional sphere, and researchers focus on emotions to optimize tourism experiences. Tourism studies on emotions mostly ignore differences in emotions across demographic tourist groups by gender and age, thus limiting the understanding of emotions to the explicit characteristics of tourists' emotions. On the basis of geotagged facial expressions on social media platforms, this study aims to visualize the emotions of groups in scenic spots and then reveal the variations between groups' emotions within theme parks. By employing a facial recognition algorithm, an emotion distribution graph was proposed to represent groups' emotions in detail. Some analytical methods were combined to characterize of the emotion distribution of each group. Through a comprehensive comparison, the results suggest that there are unique characteristics of emotion distribution for each group and considerable variations between them. This study helps researchers achieve a deeper understanding of tourists' emotional differences and enhances the theorization of emotions. This research also highlights the advantages and significant practical implications of our method framework.