8th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

A Comprehensive Analysis of Online Reviews in the Srem Region through Topic Modeling

Olivera Grljević –   Univeristy of Novi Sad, Faculty of Economics in Subotica, Segedinski put 9-11, 24000 Subotica, Serbia
Mirjana Marić   –   Univeristy of Novi Sad, Faculty of Economics in Subotica, Segedinski put 9-11, 24000 Subotica, Serbia
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​​DOI:    https://doi.org/10.31410/tmt.2023-2024.291​​​​  ​​   

8th International Thematic Monograph –   Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2023/2024,   Published by:  Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia;   ISSN 2683-5673,  ISBN  978-86-80194-81-3 ;  Editors:  Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia;   Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia,   Printed by:  SKRIPTA International, Belgrade  
Abstract:   This chapter employs topic modeling to reveal the public stance and perception of tourist destinations in the Srem region, providing insights into their diverse appeal and variety of tourist profiles. Social media is the touch point with visitors of tourist attractions and consumers of tourist ser­vices. The collection of online reviews of tourist attractions in the Srem re­gion is populated and used for modeling the hidden thematic structures. The authors identified an optimal model with 14 distinct topics through ex­tensive experimentation, centered around nature, relaxation, shrines, and museum history. The topics indicate various tourist profiles active, gastro­nomic, leisure-seeking, history-loving, and family-oriented tourists. Know­ing about the audience is valuable for targeted marketing strategies. The authors extracted and analyzed subsets of reviews related to Monaster­ies, Museums, Nature, and Nature Reserves indicating specific preferenc­es of tourists within these categories, such as historical relevance of muse­ums, use of modern technologies in exhibitions, or children-friendly content in nature reserves, and improvement areas, such as condition of roads, con­trol of forest cutting, or garbage disposal management. This research offers clearly defined methodological steps and valuable insights for marketing and tourism development in the Srem region.​

Keywords:  Topic modeling; Online reviews; Tourist preferences

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