PurposeThe 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/approachA critical review and sample case demonstration approach was applied. The sample study used Leximancer to perform SA using TripAdvisor review data.FindingsA 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/valueBy 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.
International Journal of Contemporary Hospitality Management – Emerald Publishing
Published: Nov 12, 2018
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