A Comprehensive Analysis of Online Reviews in the Srem Region through Topic Modeling
A Comprehensive Analysis of Online Reviews in the Srem Region through Topic Modeling

Author(s): Olivera Grljević, Mirjana Maričić
Subject(s): Media studies, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Topic modeling; Online reviews; Tourist preferences
Summary/Abstract: This chapter employs topic modeling to reveal the public stance and perception of tourist destinations in the Srem region, providing insights into their diverse appeal and variety of tourist profiles. Social media is the touch point with visitors of tourist attractions and consumers of tourist services. The collection of online reviews of tourist attractions in the Srem region is populated and used for modeling the hidden thematic structures. The authors identified an optimal model with 14 distinct topics through extensive experimentation, centered around nature, relaxation, shrines, and museum history. The topics indicate various tourist profiles active, gastronomic, leisure-seeking, history-loving, and family-oriented tourists. Knowing about the audience is valuable for targeted marketing strategies. The authors extracted and analyzed subsets of reviews related to Monasteries, Museums, Nature, and Nature Reserves indicating specific preferences of tourists within these categories, such as historical relevance of museums, use of modern technologies in exhibitions, or children-friendly content in nature reserves, and improvement areas, such as condition of roads, control of forest cutting, or garbage disposal management. This research offers clearly defined methodological steps and valuable insights for marketing and tourism development in the Srem region.

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