Анализ онлайн-отзывов пользователей о популярных туристских достопримечательностях: пример г. Алматы

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.

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