Machine Algorithm-based Journey Assistant: An Intelligent Interface for Tourism Website

Abstract

Tourism is an important sector, serving as an avenue to show the natural resources of a country and inhabitants’ hospitality. This sector creates several opportunities for building a potential market and enhancing economic activities where tourist spots and activities flourish. Despite the numerous benefits, tourism still requires significant improvement, particularly in the Philippines, where there are abundant beautiful places. Therefore, this study aimed to develop a recommender system based on users and content collaborative filtering to provide local and foreign tourists with viable information for experience improvement. The investigation focused on improving tourist satisfaction based on three aspects such as preferences, ratings, and reviews that add options for tourist spots, activities/itineraries, destinations, and others. The machine algorithm-based journey assistant (MAJA) was designed as an interface and agent in providing help to tourists. The mean average precision (MAP) and recall were used as evaluation metrics to better understand the ability of MAJA to offer personalized experiences to unique users. The results showed that integration of the system into tourism provided a smart platform for enhancing tourist experience and destination competitiveness. Consequently, successful implementation of the system is measured by two criteria, namely the degree of tourists’ pleasure during trip and the capacity of MAJA to effectively transfer tourism to less popular and less “accessible” sector.