Exploring tourist behavior using natural language processing: Evidence from tripadvisor reviews

This study applies natural language processing (NLP) and Non-negative Matrix Factorization (NMF) to analyze TripAdvisor reviews of short-day tours in Southern Vietnam. Key topics representing traveler experiences and motivations are identified, framed within the push and pull theory. Push factors, like the desire for knowledge and convenience, and pull factors, such as unique activities and cultural immersion, influence tourist behaviors. The findings provide actionable recommendations for tour operators to create experiences that meet both intellectual and experiential needs, enhancing customer satisfaction and deepening connections with the destination.