Purpose

In search of creating an extraordinary experience for customers, services have gone beyond the means of a transaction between buyers and sellers. In the event industry, where purchasing tickets online is a common procedure, it remains unclear as to how to enhance the multifaceted experience. This study aims at offering a snapshot into the most valued aspects for consumers and to uncover consumers' feelings toward their experience of purchasing event tickets on third-party ticketing platforms.

Design/methodology/approach

This is a cross-disciplinary study that applies knowledge from both data science and services marketing. Under the guise of natural language processing, latent Dirichlet allocation topic modeling and sentiment analysis were used to interpret the embedded meanings based on online reviews.

Findings

The findings conceptualized ten dimensions valued by eventgoers, including technical issues, value of core product and service, word-of-mouth, trustworthiness, professionalism and knowledgeability, customer support, information transparency, additional fee, prior experience and after-sales service. Among these aspects, consumers rated the value of the core product and service to be the most positive experience, whereas the additional fee was considered the least positive one.

Originality/value

Drawing from the intersection of natural language processing and the status quo of the event industry, this study offers a better understanding of eventgoers' experiences in the case of purchasing online event tickets. It also provides a hands-on guide for marketers to stage memorable experiences in the era of digitalization.

中文翻译：

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客户购买活动门票的体验：基于主题建模和情感分析的在线评论

目的

为了给客户创造非凡的体验，服务已经超出了买卖双方之间的交易手段。在事件行业中，在线购买门票是一种常见的过程，但如何增强多方面的体验尚不清楚。这项研究旨在为消费者提供最有价值的方面的快照，并揭示消费者对他们在第三方票务平台上购买活动票证的感受。

设计/方法/方法

这是一项跨学科研究，应用了来自数据科学和服务营销的知识。在自然语言处理的幌子下，潜在的狄利克雷分配主题建模和情感分析被用于基于在线评论来解释嵌入的含义。

发现

调查结果将活动对象重视的十个维度概念化，包括技术问题，核心产品和服务的价值，口碑，信誉，专业性和知识性，客户支持，信息透明性，额外费用，过往经验和售后服务。在这些方面中，消费者认为核心产品和服务的价值是最积极的体验，而额外费用被认为是最不积极的体验。

创意/价值

借助自然语言处理与事件行业现状的交集，本研究可以更好地了解购买在线事件门票的事件参与者的体验。它还为营销人员提供了动手操作指南，以在数字化时代上演难忘的经历。