다이내믹 토픽 모델링을 활용한 아프리카 사파리 관광 동향 분석: 탄자니아 영문 온라인 리뷰를 중심으로

초록

Tanzania in Africa is generating socio-economic benefits through safari tourism. Given that safari tourism centers on ecological resources and wildlife, tourists may feel less certain about what they will actually see or encounter. Tourists tend to utilize online reviews to reduce uncertainty and gain insights into trends. This study aims to understand the key topics and trend changes in perceptions of Tanzanian safari tourism products. English online review data from Safaribookings were crawled to accomplish the research purpose, and the Dynamic Topic Modeling (DTM) algorithm, which is suitable for temporal trend analysis, was utilized to address the research questions. The analysis revealed the following six major topics, all demonstrating trend changes: safari tourism recommendations, wildlife tourism experiences, experiences in transport payments, hotel and airline booking experiences, Mount Kilimanjaro tourism experiences, and tourism experiences in Zanzibar and Selous. The study results support that the DTM, which is used to overcome temporal limitations and implement systematic processes, is a systematic research method and can help expand the scope of research methodologies. Further, based on the analysis results, this study can aid stakeholders, such as safari marketers, in establishing Tanzania safari tourism marketing strategies.

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