Purpose

In recent years, electronic word-of-mouth (e-WOM) concerning travel products reflected in online review information has become an important reference for tourists to make their product purchase decisions, while for travel service providers (TSPs), monitoring and improving the e-WOM of their travel products is always an important task. Therefore, based on the online review information, how to capture e-WOM of travel products and find out specific ways to improve the e-WOM is a noteworthy research problem. The purpose of this paper is to develop a method for capturing and analyzing e-WOM toward travel products based on sentiment analysis and stochastic dominance.

Design/methodology/approach

Specifically, online review information of travel products is first crawled and preprocessed. Second, sentiment strengths of online review information toward travel products concerning each feature are judged. Then, the matrix of structured online review information toward travel products is formed. Further, the matrix of e-WOM comparisons between any two travel products is constructed, and e-WOM ranking concerning each travel product is determined. Finally, trade-off chart models are constructed to conduct the e-WOM improvement analyses concerning the travel products.

Findings

An empirical study based on the online review information toward six travel products crawled from the Tuniu.com website is given to illustrate the use of the proposed method.

Originality/value

The proposed method can not only realize the real-time e-WOM monitoring to travel products but also be useful for TSPs to improve the e-WOM of their travel products.

中文翻译：

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旅游产品电子口碑捕获与分析：一种基于情感分析和随机优势的方法

目的

近年来，在线评论信息中反映的旅游产品的电子口碑（e-WOM）已成为游客做出产品购买决策的重要参考，而对于旅游服务提供商（TSP）而言，监测和改进他们的旅游产品的e-WOM一直是一个重要的任务。因此，基于在线评论信息，如何捕捉旅游产品的电子口碑并找出具体的提高电子口碑的方法是一个值得关注的研究问题。本文的目的是开发一种基于情感分析和随机优势的捕获和分析针对旅游产品的电子口碑的方法。

设计/方法/方法

具体来说，首先对旅游产品的在线评论信息进行抓取和预处理。其次，判断在线评论信息对旅游产品每个特征的情感强度。然后，形成针对旅游产品的结构化在线评论信息矩阵。进一步构建任意两种旅游产品的e-WOM比较矩阵，确定每种旅游产品的e-WOM排名。最后，构建权衡图模型对旅游产品进行电子口碑提升分析。

发现

基于从途牛网站抓取的六种旅游产品的在线评论信息进行实证研究，以说明该方法的使用。

原创性/价值

所提出的方法不仅可以实现对旅游产品的电子口碑实时监控，而且有助于TSP提高其旅游产品的电子口碑。