Insights from Traveler Feedback: Topic Analysis of Short-Day Tours in Southern Vietnam

This study utilizes an innovative approach combining natural language processing (NLP) techniques and Non-negative Matrix Factorization (NMF) to extract and analyze topics from TripAdvisor reviews. Focusing on short-day tours in Southern Vietnam, the research identifies key topics that represent travelers’ experiences and expectations. By mapping these topics into the push and pull theory, it delves into the underlying motivations driving tourist behaviors and preferences. The findings reveal that travelers are influenced by a blend of push factors, such as the desire for knowledge and facility convenience, and pull factors, including unique activities and cultural immersion. These insights offer valuable implications for the tourism industry in Southern Vietnam, highlighting the importance of curating experiences that cater to both the intellectual and experiential desires of tourists. The study presents actionable recommendations for tour operators and the broader tourism sector to enhance the quality and appeal of their offerings, thereby enriching the customer experience and fostering a deeper connection with the destination.