A sentiment analysis-based method for target market decision-making using big data from travel communities

Authors: Hsin-Hui Lin; Wan-Chen Lee

Journal: Corporate Management Review. Dec. 2025, 45(2): 37-100

Keywords: Target market decision making, travel community, sentiment analysis, decision tree

Abstract:
This study aims to develop a method for making target market decisions based on sentiment analyses of travel communities’ big data. This study first adopts a qualitative sentiment analysis method involving the use of Python Web Crawler technology to collect customer comments on a hotel booking website, Booking.com, and a travel itinerary website, Klook. The mean score and importance of each word in the comments are calculated for the qualitative sentiment analysis. Later, based on the sentiment analysis results, this study applies the quantitative decision tree method, and a questionnaire is designed. The 305 valid responses obtained are analyzed using the decision tree method in SPSS Modeler to segment the target market. Based on the sentiment analysis and the decision tree analysis results, this study provides marketing suggestions to travel services platforms and providers regarding the various target market segments. This study is a pioneering effort to develop a method for making target market decisions based on sentiment analyses of travel communities’ big data.