TY  - JOUR
T1  - Sentiment and Topic Modelling Analysis of Museum Reviews in the Context of Traveller Types: The Case of Kazakhstan
AU  - Tükenmez, Egemen Güneş
AU  - Kantarcı, Kemal
AU  - Uysal, Alper Kürşat
AU  - Abdirazakhov, Nurzhan
AU  - Kurmanbaevich, Turganbai Abdrassilov
PY  - 2025
DA  - July
Y2  - 2025
DO  - 10.26650/jot.2025.10.1.1562642
JF  - Journal of Tourismology
PB  - Istanbul University
WT  - DergiPark
SN  - 2459-1939
SP  - 51
EP  - 72
VL  - 11
IS  - 1
LA  - en
AB  - Kazakhstan stands out as one of the key destinations in Central Asia, with a unique and diverse range of cultural and historical resources. Within these resources, museums are vital institutions where the region’s rich heritage is displayed and shared with the public, fostering a deeper understanding of its cultural identity. In this context, the present study aims to conduct a comprehensive analysis of online reviews of museums in Kazakhstan by applying advanced text mining and machine learning techniques. The research seeks to uncover the sentiments and topics expressed by visitors regarding their experiences with museums in Kazakhstan. The methodology uses a combination of sentiment analysis, topic modelling and text classification to provide a nuanced understanding of the visitor feedback. The topics identified from the analysis are further categorised according to different traveller types, providing insight into how different groups of visitors engage with the museum offer. The results show that visitors are more likely to make statements about the exhibition, services, outside and experience topics. Furthermore, each traveller type focuses on different aspects of museums in their reviews. In light of these issues, it aims to improve the interaction between visitors and the destination and provide practical implications for museum management.
KW  - Kazakhstan
KW  - Tourism
KW  - Museum
KW  - Text mining
KW  - Traveller types
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UR  - https://doi.org/10.26650/jot.2025.10.1.1562642
L1  - https://dergipark.org.tr/en/download/article-file/4268778
ER  -