Title: Sentiment analysis and topic modelling on user-generated content in hospitality: a case study on customer perceptions in Ho Chi Minh City, Vietnam

Authors: Thai-Doan Dang; Manh-Tuan Nguyen; Giang-Do Nguyen

Addresses: Ho Chi Minh City University of Technology (HCMUT), Vietnam National University Ho Chi Minh City (VNU-HCM), 268 Ly Thuong Kiet, District 10, Ho Chi Minh City, Vietnam; Eastern International University, Binh Duong Province, Vietnam ' Ho Chi Minh City University of Technology (HCMUT), Vietnam National University Ho Chi Minh City (VNU-HCM), 268 Ly Thuong Kiet, District 10, Ho Chi Minh City, Vietnam ' Faculty of Business Administration, Nguyen Tat Thanh University, HCMC, Vietnam; Department of Business Innovation, Institute for Creative Design and Business, Nguyen Tat Thanh University, HCMC, Vietnam

Abstract: This study leverages sentiment analysis and topic modelling to enhance understanding of customer perceptions in the hospitality industry, through an empirical analysis of user-generated content from Booking.com related to establishments in Ho Chi Minh City, Vietnam. By employing latent Dirichlet allocation, the research uncovers critical themes impacting customer satisfaction, including service quality, the overall hotel experience, location convenience, dining options, and room comfort and cleanliness. The effectiveness of various machine learning (ML) and deep learning (DL) models is evaluated for sentiment analysis. The convolutional neural network model, in particular, demonstrates superior performance with an accuracy of 0.95 and an F1-score of 0.97. Highlighting the application of sophisticated ML and DL techniques to analyse complex patterns in user-generated feedback, this research study offers valuable insights into brand equity and customer experiences within the hospitality sector.

Keywords: customer perceptions; hospitality; user-generated content; sentiment analysis; topic modelling; machine learning; Ho Chi Minh City.

DOI: 10.1504/JIBED.2024.141309

Journal for International Business and Entrepreneurship Development, 2024 Vol.16 No.2, pp.165 - 183

Received: 08 May 2024
Accepted: 24 May 2024
Published online: 06 Sep 2024 *

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