ABSTRACT

This research sets out to explore the tourists’ experiences at local markets in Phuket by analyzing the online reviews from TripAdvisor. This research adopts a novel method by combining the KNIME Analytics Platform with the Naïve Bayes algorithm to undertake the sentiment analysis of 2,934 reviews from seven local markets in Phuket. According to the frequency, salience, and valence, this research has identified five positive and five negative terms to provide a comprehensive understanding of tourists’ experiences at these local markets. Moreover, this research also provides a nuanced understanding of their experiences by highlighting the deviation for those positive terms that have negative valence at certain individual market(s) and vice versa. The findings of this research provide significant practical implications for tourism practitioners and local stakeholders.

摘要

本研究旨在通过分析 TripAdvisor 的在线评论来探索普吉岛当地市场的游客体验。本研究采用一种新颖的方法，将 KNIME 分析平台与朴素贝叶斯算法相结合，对普吉岛七个当地市场的 2,934 条评论进行情绪分析。根据频率、显着性和效价，本研究确定了五个正面和五个负面术语，以全面了解游客在这些当地市场的体验。此外，这项研究还通过强调那些在某些个别市场具有负价的积极术语的偏差，从而对他们的经历进行细致入微的理解，反之亦然。