Ecotourism and ESG in Zomin Jizzakh A Social Media TF IDF Analysis

This study explores how the presence of ecotourism initiatives manifests itself in public perceptions of their contributions to ESG criteria in the context of Zomin, Jizzakh. The rise of social media analytics has enabled new forms of opinion mining and discourse analysis, but the nature of these digital discussions, particularly the role of keyword prominence in shaping public attitudes toward sustainability, is not well understood. This research aims at examining the task of assessing ecotourism discourse trends based on data deriving from social media platforms, for instance Twitter, Facebook, Instagram and other user-generated content sources, with the development of a relevant model for TF-IDF-based term weighting. We employ the Term Frequency-Inverse Document Frequency (TF-IDF) method to analyze textual data collected from public discussions, and we identify six key mechanisms of ecotourism discourse formation, namely environmental awareness, community benefits, sustainable lodging practices, wildlife conservation, cultural heritage promotion, and responsible tourism advocacy. Our results illustrate that from a stakeholder engagement perspective, public sentiment in social media discussions is a key positive element of ecotourism acceptance and ESG alignment. The study furthers understanding of the implications from digital public opinion trends and sustainable tourism policies on decision-making in tourism governance. In this paper, a methodological and instrumental solution to the current problem of creating the most effective sustainability assessment framework in a data-driven tourism strategy is proposed.