Determining Brand Personality in Tourism Businesses Through Sentiment Analysis Method

Yıl 2023, Cilt: 16 Sayı: 1, 229 - 254, 30.06.2023

Nebi Seren Murat Hakan Altıntaş

https://doi.org/10.37093/ijsi.1279606

Öz

The rapid developments in information technologies have provided people with the internet environment where they can share their ideas and feedback about businesses in an unlimited and fast way. When examined from the perspective of businesses, this highlights the necessity for quick reactions to customers' rapid feedback. This fast interaction channel between businesses and consumers triggers a new type of work when it becomes meaningful. Businesses attempt to detect what people think about them through online comments and sometimes even virtual behaviors. All of these factors that increase the value of data create new working topics for how businesses can process and interpret their data. It shows that if businesses can collect their customers' opinions more quickly than with traditional methods, process them faster, and make decisions more quickly, they can gain significant advantages over their competitors. In this study, sentiment analysis method, which has been frequently used in recent years, is divided into sub-dimensions that are different from the dimensions analyzed before, with a different perspective. The study aims to be able to tell which brand personality customers attribute to businesses within sub-dimensions that can serve tourism businesses, using a supervised learning dataset, by separating negative comments and only analyzing positive ones.

Anahtar Kelimeler

sentiment analysis, brand personality, big data

Turizm İşletmelerinde Marka Kişiliğinin Duygu Analizi Yöntemiyle Belirlenmesi

Öz

Bilişim teknolojilerindeki hızlı gelişmeler, insanların işletmelere karşı fikirlerini sınırsızca ve hızlı bir şekilde yayabildiği internet ortamını insanların hizmetine çok geniş bir çerçevede sunmaktadır. İşletmelerin bakış açısından incelendiğinde ise, müşterilerin bu hızlı geri bildirimlerine verilecek tepkilerin de hızlı olması gerekliliğini ortaya koymaktadır. İşletme ile tüketici arasında oluşan bu hızlı etkileşim kanalı, anlam ifade eder hale geldiği noktada yeni bir çalışmayı tetiklemektedir. İşletmeler hakkında neler düşünüldüğü, internet üzerindeki yorumlardan hatta bazen sanal ortamdaki davranışlardan tespit edilmeye çalışılmaktadır. Verinin değerini artıran tüm bu olgular, işletmeler içinde sahip oldukları verileri nasıl işleyecekleri ve işledikten sonra bunları nasıl anlamlandırmaları gerektiği konularında yepyeni çalışma başlıkları açmaktadır. Müşterilerin işletmeler hakkındaki düşüncelerini eski yöntemlere göre daha hızlı toplayıp, daha hızlı işleyip daha hızlı kararlar verebilirlerse rakiplerine göre önemli avantajlar elde edebileceğini göstermektedir. Bu çalışmada, son yıllarda sıkça başvurulan duygu analizi yöntemi, farklı bir bakış açısıyla, şimdiye kadar yapılmış analiz boyutlarından daha farklı şekilde alt boyutlara ayrılarak yapılmaktadır. Çalışmada denetimli öğrenme yapabilen bir veri seti, turizm işletmelerine hizmet edebilecek alt boyutlar kapsamında, olumsuz yorumlar bir kenara ayrılarak sadece olumlu yorumlar içerisinde, müşterilerin onlara hangi marka kişiliğini atfettiğini söyleyebilmeyi hedeflemektedir.

Anahtar Kelimeler

duygu analizi, marka kişiliği, büyük veri

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