Harnessing Artificial Intelligence and User-Generated Reviews for Destination Experience Improvement: A Case Study of North Sumatra, Indonesia
DOI:
https://doi.org/10.55927/modern.v4i6.19Keywords:
Artificial Intelligence, User-Generated Content, Review Mining, Tourist Experience, North SumatraAbstract
This study explores how Artificial Intelligence (AI) can be utilized to extract insights from User-Generated Reviews (UGR) to enhance destination experience management in North Sumatra, Indonesia. Using reviews obtained from TripAdvisor and Google Maps, the research employs Natural Language Processing (NLP), sentiment analysis, and Latent Dirichlet Allocation (LDA) topic modeling to identify key experience dimensions and visitor perceptions. The study uses a quantitative text-analytics approach, analyzing reviews collected between January 2020 and December 2024. Results reveal dominant sentiment trends and thematic clusters related to accessibility, cleanliness, services, and natural attractions. The findings demonstrate the practical value of AI-driven analytics in supporting destination development, improving service quality, and strengthening data-driven tourism management strategies
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