Analysis of Foreign Tourist Review by Natural Language Processing and a Lexicon-Based Sentiment Analysis Tool
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Abstract
The current behavior of tourists is to search for online information to support travel decisions. Although online reviews have many advantages, analyzing large amounts of data is time-consuming and resource-intensive in extracting important information; therefore, systematic text analysis helps present more comprehensive and targeted information. This research aims to analyze reviews using dictionary-based sentiment analysis tools and to create an analytical report of reviews from foreign tourists toward Khao Yai National Park. A total of 12,035 reviews related to Khao Yai National Park were collected from online platforms. TextBlob, Flair, and VADER were used to classify opinions as positive, negative, or neutral. The results showed that VADER had the highest average accuracy at 76%. However, sentiment analysis also found reviews in which satisfaction scores conflicted with the content, showing the limitation of using sentiment analysis alone to reflect opinions, as opinions are complex and difficult to compare using a single standard. To address this issue, an analytical report was created by analyzing the relationships between key terms and related reviews using cosine similarity and summarizing the text using natural language processing with data visualization to reflect the strengths and limitations of the park. The analysis found that although Khao Yai National Park is praised for its natural beauty, resource richness, and biodiversity, some limitations are mentioned in the reviews, including different fees for Thai and foreign tourists, inconvenient and insufficient public transportation, and the need for valuable tourism experiences and activities suitable for all tourist groups. The results of this research provide basic information for tourist decision-making and are useful for developing guidelines to improve Khao Yai National Park to better meet tourists’ needs, and can also be applied as a model for other tourist destinations to enhance service quality and the competitiveness of Thailand’s tourism industry in the long term.
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