Baniya, Rojan ORCID: 0000-0002-3109-819X , Dogru Dastan, Humeyra ORCID: 0000-0002-3595-1274 and Thapa, Brijesh ORCID: 0000-0002-0163-5580 (2020) Visitors' experience at Angkor Wat, Cambodia: evidence from sentiment and topic analysis. Journal of Heritage Tourism, 16 (6). pp. 632-645. ISSN 1743-873X (Print), 1747-6631 (Online) (doi:https://doi.org/10.1080/1743873X.2020.1833892)

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Abstract

Angkor Wat in Cambodia is one of the most significant archaeological sites in the world inscribed as a UNESCO World Heritage Site. It is also consistently rated as the top Global Landmark by travelers in TripAdvisor. This study employed big data analytics to examine visitor experience via sentiment and topic analysis, given the popularity and volume of visitors annually. The process involved an examination of 32,394 online reviews about Angkor Wat posted between January 2015 and October 2019 on Tripadvisor’s website. The analysis was conducted for reviews with one, two, and three-star ratings, and those with four and five star ratings separately. Results showed highly skewed positive ratings, while similar positive sentiments dominated the reviews. Topic analysis disclosed that sunset and sunrise experience, attraction structure, guided tours, and temple experience were topics attributed mostly to positive sentiments. Conversely, crowding, persistent selling, clothing style, and expenses were illustrated as negative topics. Such insights are useful for managers at Angkor Wat to develop various marketing and management interventions to effectively manage the site and to optimize visitor experiences.

Item Type:	Article
Uncontrolled Keywords:	visitors; sentiment; topic; cultural heritage; tourism; data analytics
Subjects:	B Philosophy. Psychology. Religion > BF Psychology G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group:	Faculty of Business
Last Modified:	23 Apr 2024 13:43
URI:	http://gala.gre.ac.uk/id/eprint/46814

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