ABSTRACT

Angkor Wat in Cambodia is one of the most significant archaeological sites in the world inscribed as a UNESCO World Heritage Site. It is also consistently rated as the top Global Landmark by travelers in TripAdvisor. This study employed big data analytics to examine visitor experience via sentiment and topic analysis, given the popularity and volume of visitors annually. The process involved an examination of 32,394 online reviews about Angkor Wat posted between January 2015 and October 2019 on Tripadvisor’s website. The analysis was conducted for reviews with one, two, and three-star ratings, and those with four and five star ratings separately. Results showed highly skewed positive ratings, while similar positive sentiments dominated the reviews. Topic analysis disclosed that sunset and sunrise experience, attraction structure, guided tours, and temple experience were topics attributed mostly to positive sentiments. Conversely, crowding, persistent selling, clothing style, and expenses were illustrated as negative topics. Such insights are useful for managers at Angkor Wat to develop various marketing and management interventions to effectively manage the site and to optimize visitor experiences.

摘要

柬埔寨的吴哥窟是世界上最重要的考古遗址之一，被联合国教科文组织列为世界遗产。它也一直被 TripAdvisor 旅行者评为全球顶级地标。鉴于每年访问者的受欢迎程度和数量，本研究采用大数据分析通过情绪和主题分析来检查访问者体验。该过程涉及检查 2015 年 1 月至 2019 年 10 月期间在 Tripadvisor 网站上发布的 32,394 条关于吴哥窟的在线评论。分别对一星、二星和三星评价以及四星和五星评价的评价进行了分析。结果显示，正面评级高度倾斜，而类似的正面情绪主导了评论。主题分析揭示了日落和日出的体验、景点结构、导游、和寺庙体验是主要归因于积极情绪的主题。相反，拥挤、持续销售、服装风格和费用被说明为负面话题。这些见解对于吴哥窟的管理人员制定各种营销和管理干预措施以有效管理网站并优化游客体验非常有用。