Sentiment analysis - a review and agenda for future research in hospitality contexts

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Ma, Emily
Cheng, Mingming
Hsiao, Aaron
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2018
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Abstract

Purpose: The study aims to provide a critical review of the origin, development and process of sentiment analysis (SA) and a demonstration for hospitality researchers and students on how to perform SA using a sample study.

Design/methodology/approach: A critical review and sample case demonstration approach was applied. The sample study used Leximancer to perform SA using TripAdvisor review data.

Findings: A critical evaluation of the most popular SA tools was provided, highlighting their advantages and disadvantages. A step-by-step demonstration with data provided makes it possible for readers to learn this technique at own pace.

Originality/value: By providing a critical review of SA supported with a demonstration case study, this study makes a timely contribution for broader awareness and understanding, as well as the application of SA in hospitality.

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INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT
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Commercial services
Marketing
Tourism
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