Supporting digital content marketing and messaging through topic modelling and decision trees

作者：

Highlights：

• A method that combines topic modelling with decision trees and sentiment analysis.

• Analysis of eWOM with an interpretable method to support digital content marketing.

• Identify eWOM patterns based on tourists’ culture and economic characteristics.

• Method implementation in a case-study from Cyprus as a touristic destination.

摘要

•A method that combines topic modelling with decision trees and sentiment analysis.•Analysis of eWOM with an interpretable method to support digital content marketing.•Identify eWOM patterns based on tourists’ culture and economic characteristics.•Method implementation in a case-study from Cyprus as a touristic destination.

论文关键词：Topic modelling,Cultural and economic distance,Decision trees,Shapley additive explanation,Tourists’ reviews

论文评审过程：Received 14 August 2020, Revised 16 June 2021, Accepted 1 July 2021, Available online 6 July 2021, Version of Record 9 July 2021.

论文官网地址：https://doi.org/10.1016/j.eswa.2021.115546