espEconomy: strategy and practiceEconomy: strategy and practice1997-99672663-550XИнститут экономики10.51176/1997-9967-2024-3-60-72esp-1394Research ArticleРЕГИОНАЛЬНАЯ ЭКОНОМИКАREGIONAL ECONOMYАнализ онлайн-отзывов пользователей о популярных туристских достопримечательностях: пример г. АлматыAnalysis of Online User Reviews for Popular Tourist Attractions: Almaty Casehttps://orcid.org/0000-0002-4057-934XУйсалА. К.UysalA. K.

Альпер Куршат Уйсал – PhD, доцент, кафедра компьютерной инженерии

район Кестел, ул. Университет 80, 07425, Алания, Анталия

Alper Kürşat Uysal – PhD, Associate Professor, Department of Computer Engineering

Kestel district, 80 University Str., 07425, Alanya, Antalya

alper.uysal@alanya.edu.trhttps://orcid.org/0000-0001-9887-5531БашаранМ. А.BaşaranM. A.

Мурат Альпер Башаран - PhD, профессор, кафедра промышленного инжиниринга

район Кестел, ул. Университет 80, 07425, Алания, Анталия

Murat Alper Başaran - PhD, Professor,  Department of Industrial Engineering

Kestel district, 80 University Str., 07425, Alanya, Antalya

murat.basaran@alanya.edu.trhttps://orcid.org/0000-0002-9572-2959КантарджыК.KantarcıK.

Кемаль Кантарджи – PhD, профессор, кафедра менеджмента туризма

район Кестел, ул. Университет 80, 07425, Алания, Анталия

Kemal Kantarcı – PhD, Professor, Department of Tourism Management

Kestel district, 80 University Str., 07425, Alanya, Antalya

kemal.kantarci@alanya.edu.trАлания Алааддин Кейкубат УниверситетТурцияAlanya Alaaddin Keykubat UniversityTurkey2024291020241936072Copyright © Уйсал А.К., Башаран М.А., Кантарджы К., 20242024Уйсал А.К., Башаран М.А., Кантарджы К.Uysal A.K., Başaran M.A., Kantarcı K.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://esp.ieconom.kz/jour/article/view/1394

Туристические достопримечательности являются одним из важных компонентов, которые мотивируют туристов посещать различные дестинации. По этим причинам люди решают посещать уникальные места и проводить там время. Алматы, крупнейший город Казахстана, является одним из основных центров притяжения туристов в Центральной Азии, предлагая уникальные и приятные особенности с множеством туристических достопримечательностей. Целью данного исследования является анализ онлайн-отзывов пользователей о туристических достопримечательностях Алматы с использованием методов машинного обучения и текстового майнинга. Основное внимание уделяется выявлению основных тематических кластеров отзывов, их эмоциональной окраски и сопоставлению этих тем с типами достопримечательностей: историческими, природными и рукотворными. В рамках исследования было собрано 7 515 отзывов с сайта TripAdvisor. Данные были обработаны с использованием методов анализа тональности, тематического моделирования и иерархической кластеризации. Анализ показал, что 38% отзывов относятся к природным достопримечательностям, 34% — к рукотворным и 28% — к историческим. Наиболее положительные отзывы были связаны с природными достопримечательностями, тогда как исторические и рукотворные объекты получили 79,38% и 81,40% положительных отзывов соответственно. Кроме того, были определены элементы, составляющие эти достопримечательности, и указаны уровни их эмоциональной оценки. Посетители оставляют наиболее положительные отзывы о природных достопримечательностях, особенно пейзажах и озёрах. Полученные результаты подчеркивают важность учета тематики отзывов для улучшения качества туристических услуг и укрепления положительного имиджа Алматы как туристического направления.

Attractions in the tourism industry are one of the components that motivate tourists to visit destinations, such as entertainment, natural, cultural, and historical richness. For such reasons, people decide to visit unique destinations and spend time there. Almaty, the largest city of Kazakhstan, is one of the significant attraction centers of the Central Asia region, offering tourists unique and pleasant features with several tourist attractions. This study aims to analyze online user reviews of tourist attractions in Almaty, Kazakhstan, using machine learning and text mining methods. The primary focus is on identifying the main thematic clusters of reviews and their sentiment and comparing these themes with the types of attractions: historical, natural, and man-made. A total of 7,515 reviews were collected from the TripAdvisor website. The data was processed using sentiment analysis, topic modeling, and hierarchical clustering methods. The analysis revealed that 38% of the reviews were related to natural attractions, 34% to man-made, and 28% to historical ones. The most positive reviews were associated with natural attractions, while historical and man-made attractions received 79.38% and 81.40% positive reviews, respectively.  In addition, the items that make up these attractions are identified, and their sentiment levels are pointed out. In addition to this situation, visitors have the most positive expressions for natural attractions, especially landscapes and lakes. The findings emphasize the importance of considering review themes to improve the quality of tourist services and to enhance the positive image of Almaty as a tourist destination.

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The authors declare that there are no conflicts of interest present.