Using Big Data Analytics on Social Media to Analyze Tourism Service Encounters

Abstract

Indian tourism is the fastest-growing section of tourism; thus, the research of it is reasonable. This study examines the Indian tourism trends by examining the tweets on the social media Website Twitter. Twitter is a massive platform for sharing ideas all over the world. A total of 7, 91, 804 tweets were identified after removing the extra and non-related tweets from the downloaded tweets. When tourists visit any place, they often share their experience regarding service encounters at the destination on the social media platform. In this study, we endeavor to find out the sentiment and theme of discussions over social media by using sentiment analysis and topic modeling techniques. For sentiment analysis, we divided India into five zones (north, west, east, south, and north-east). Our findings show that overall tourists are enjoying their visits to the destination. However, east and north-east zones of India are facing some negativity. The Indian Government, service providers, and stakeholders can use these findings to do future planning for Indian tourism growth.KeywordsBig data analyticsSentiment analysisTopic modelingIndian tourismSocial media