Zhu, Hongrui ORCID: https://orcid.org/0000-0001-8052-3888 and Sangkaew, Nichapat (2020) Understanding Tourists’ Experiences at Local Markets in Phuket: An Analysis of TripAdvisor Reviews. Journal of Quality Assurance in Hospitality & Tourism, 23 (1). pp. 89-114.

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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.

Item Type:	Article
Status:	Published
DOI:	10.1080/1528008X.2020.1848747
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/7522

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