Analyzing Big Social Data for Evaluating Environment-Friendly Tourism in Turkey

Abstract

Tourism in Türkiye is fundamentally important for both the Turkish economy and travelers. Green tourism has gained increasing attention in the last few years. Analyzing big social data for evaluating environment-friendly tourism in Türkiye is important to gain an understanding of the factors impacting travelers' intention to echo-friendly hotels. To meet the goal of the study, the data was retrieved from the Tripadvisor website using a crawling technique. Machine learning techniques, particularly Latent Dirichlet Allocation (LDA), were utilized to discover satisfaction dimensions from the user-generated content. The k-means clustering approach was deployed for data segmentation. Finally, the online reviews classification model was trained and compared using Long Short-Term Memory (LSTM), and Gated Recurrent Unit (GRU). The obtained results reveal several important dimensions that impact tourists' experience.