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Background Travellers can access online information to research and plan their expeditions/excursions, and seek travel-related health information. We explored German travellers’ attitude and behaviour toward vaccination, and their travel-related health information seeking activities. Methods We used two approaches: web ‘scraping’ of comments on German travel-related sites and an online survey. ‘Scraping’ of travel-related sites was undertaken using keywords/synonyms to identify vaccine- and disease-related posts. The raw unstructured text extracted from online comments was converted to a structured dataset using Natural Language Processing Techniques. Traveller personas were defined using K-means based on the online survey results, with cluster (i.e. persona) descriptions made from the most discriminant features in a distinguished set of observations. The web-scraped profiles were mapped to the personas identified. Travel and vaccine-related behaviours were described for each persona. Results We identified ~2.6 million comments; ~880 k were unique and mentioned ~280 k unique trips by ~65 k unique profiles. Most comments were on destinations in Europe (37%), Africa (21%), Southeast Asia (12%) and the Middle East (11%). Eight personas were identified: ‘middle-class family woman’, ‘young woman travelling with partner’, ‘female globe-trotter’, ‘upper-class active man’, ‘single male traveller’, ‘retired traveller’, ‘young backpacker’, and ‘visiting friends and relatives’. Purpose of travel was leisure in 82–94% of profiles, except the ‘visiting friends and relatives’ persona. Malaria and rabies were the most commented diseases with 12.7 k and 6.6 k comments, respectively. The ‘middle-class family woman’ and the ‘upper-class active man’ personas were the most active in online conversations regarding endemic disease and vaccine-related topics, representing 40% and 19% of comments, respectively. Vaccination rates were 54%–71% across the traveller personas in the online survey. Reasons for vaccination reluctance included perception of low risk to disease exposure (21%), price (14%), fear of side effects (12%) and number of vaccines (11%). Conclusions The information collated on German traveller personas and behaviours toward vaccinations should help guide counselling by healthcare professionals.

journal of travel medicine

Using social media listening and data mining to understand travellers’ perspectives on travel disease risks and vaccine-related attitudes and behaviours