Metin Madenciliği ve Duygu Analizi Yöntemleri ile Sosyal Medya Verilerinden Rekabetçi Avantaj Elde Etme: Turizm Sektöründe Bir Araştırma (Gaining Competitive Advantage from Social Media Data with Text Mining and Sentiment Analysis Methods: A Research in T
DOI:
https://doi.org/10.21325/jotags.2020.550Keywords:
Competitive intelligence, Social media, Sentiment analysis, Topic analysisAbstract
Social media data, including traveler experiences, opinions, and recommendations, is one of the most important factors affecting the decisions of new travelers. Therefore, both policymakers and hotel businesses in the tourism sector need to consider customer reviews and analyze them appropriate ways in developing strategies. The main purpose of this study is to create a competitive intelligence for hotel businesses by using text mining methods from big social media data. The Antalya region has been selected as the application area. Data were collected automatically by developing a crawler from the Tripadvisor platform. The total number of reviews 212,435. For Sentiment Analysis; Logistic Regression, Support Vector Machine and Naive Bayes were used. As a result of the sentiment analysis, it was found that 80% of reviews were positive and 20% were negative. The subjects that arise as a result of the topics analysis are, respectively; Experience (26.70%), Value and Entertainment (24.68%), Complaints (20.41%), Basic Services (16.15%), Things to Do (12.06%).
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