Kütahya’daki Kültürel Miras Alanlarına Yönelik Çevrimiçi Yorumların Duygu Analizi Yöntemiyle İncelenmesi

Öz

Bu çalışma, kültürel miras turizmi bağlamında gelişmekte olan bir destinasyon olan Kütahya’daki miras alanlarına yönelik ziyaretçi algılarını çevrimiçi yorumların duygu analizi yöntemiyle incelemeyi amaçlamaktadır. Nitel verilerin büyük hacimli çevrimiçi kaynaklardan hızlı ve sistematik biçimde analizine imkân tanıması nedeniyle çalışma kapsamında metin madenciliğine dayalı duygu analizi yöntemi tercih edilmiştir. Araştırmada, TripAdvisor platformundan Instant Data Scraper aracıyla elde edilen 599 ziyaretçi yorumu, makine çevirisi kısıtları gözetilerek VADER algoritması ve TF-IDF yöntemiyle analiz edilmiştir. Analiz sonuçları, yorumların %75,96’sının pozitif duygu içerdiğini göstererek, ziyaretçilerin destinasyonun sunduğu deneyimden yüksek düzeyde tatmin olduğunu ortaya koymaktadır. TF-IDF analizi sonucunda öne çıkan “müze”, “kale” ve “tarihî” anahtar kelimeleri, destinasyonun bilişsel imajının mimari ve tarihsel unsurlar üzerine inşa edildiğini kanıtlamaktadır. Çalışma, literatürde genellikle ana akım destinasyonlara odaklanan duygu analizi araştırmalarından farklılaşarak, gelişmekte olan kültürel miras alanlarının dijital görünürlüğünün yönetilmesine dair destinasyon yöneticilerine ve politika yapıcılara veri odaklı, özgün bir perspektif sunmaktadır.

Anahtar Kelimeler

• Turizm
• Kültürel Miras
• Duygu Analizi
• VADER
• Kütahya
• TripAdvisor

Analyzing Online Comments on Cultural Heritage Sites in Kütahya Using Sentiment Analysis Methods

Öz

This study aims to examine visitor perceptions of heritage sites in Kütahya—an emerging cultural heritage tourism destination—through sentiment analysis of online reviews. A text mining–based sentiment analysis approach was adopted, as it enables the rapid and systematic analysis of large-scale qualitative data derived from digital platforms. In the study, 599 visitor reviews collected from TripAdvisor using the Instant Data Scraper tool were analyzed with the VADER algorithm and the TF-IDF method, taking into account the limitations of machine translation. The analysis reveals that 75.96% of the reviews express positive sentiment, indicating a high level of visitor satisfaction with the destination experience. The TF-IDF results highlight key terms such as “museum,” “castle,” and “historical,” demonstrating that the cognitive image of the destination is primarily constructed around its architectural and historical features. Differentiating itself from sentiment analysis studies that predominantly focus on mainstream destinations, this research offers a data-driven and original perspective for destination managers and policymakers seeking to manage the digital visibility of emerging cultural heritage sites.

Anahtar Kelimeler

• Tourism
• Cultural Heritage
• Sentiment Analysis
• VADER
• Kütahya
• TripAdvisor

Kaynakça

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