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Yayın Leveraging transformer-based language models for enhanced service insight in tourism(IEEE, 2023-12-22) Er, Aleyna; Özçelik, Şuayb Talha; Yöndem, Meltem TurhanCustomer feedback is a valuable resource for enhancing customer experience and identifying areas that require improvement. Utilizing user insights allows a tourism company to identify and address problematic points in its service delivery, provide feedback to partner companies regarding their product offerings, and even reconsider agreements by incorporating these opinions when curating their product portfolio. Setur implemented a systematic approach to collecting customer feedback by distributing "after-stay surveys'' to its customers via email following the completion of the agency services provided. Guest answers to open-ended questions that gather opinions about travel experience are analyzed by four tasks: user intention for answering, the sentiment of the review, subjects touched upon, and whom it concerned. For these tasks, transformer-based natural language processing (NLP) models BERT, DistilBERT, RoBERTa, and Electra are fine-Tuned to classify customer reviews. Based on the test results, it is observed that best practices could be gathered using Bert. In addition, we showed that different insights can be obtained from text comments made for two hotels in Aydin, Turkiye. Some users made complaints using neutral sentences. In some cases, people gave high scores to the numerical rating questions, but their open-ended questions could have a negative meaning.Yayın Sentiment analysis for hotel reviews in Turkish by using LLMs(Institute of Electrical and Electronics Engineers Inc., 2024) Özdemir, Ata Onur; Giritli, Efe Batur; Can, Yekta SaidThe field of sentiment analysis plays a pivotal role in consumer decision-making and service quality improvement within the hospitality industry. This study explores the application of Large Language Models (LLMs) for sentiment analysis of Turkish hotel reviews, contributing to the understanding of customer feedback and satisfaction. We created a dataset of 5,000 reviews by translating an English corpus into Turkish, which was then utilized to evaluate the performance of a state-of-the-art Turkish language model, TURNA. The study demonstrates that LLMs, particularly TURNA, outperform traditional machine learning algorithms and other advanced models in sentiment classification tasks, achieving an accuracy of 99.4%. This research underscores the potential of LLMs to enhance the accuracy of sentiment analysis, offering valuable insights for the tourism and hospitality sectors. The findings contribute to the ongoing evolution of sentiment analysis methodologies and suggest that LLMs can significantly improve t he understanding a nd processing of customer feedback in Turkish hotel reviews.
