Topic modeling in hospitality and tourism research: Application areas, business insights, and managerial implications

Olivera Grljević

doi:10.5937/menhottur2500010G

Authors

Olivera Grljević University of Novi Sad, Faculty of Economics in Subotica, Subotica, Serbia https://orcid.org/0000-0002-6028-1153

DOI:

https://doi.org/10.5937/menhottur2500010G

Keywords:

topic modeling, natural language processing, hospitality, user-generated content

Abstract

Purpose – Topic modeling (TM) explores customer experience and behaviors from large volumes of textual data, such as online reviews uncovering (dis)satisfaction cues often overlooked by hospitality managers. Despite its potential, TM application in hospitality research is limited compared to other social science methods. This paper aims to investigate the scope of TM research in the hospitality domain and contribute to the understanding of the areas where it can be effectively applied, the purposes it can serve, and the types of problems it can address. Methodology – The research methodology is rooted in the systematic literature review – 40 relevant papers were collected and analysed to identify the areas of hospitality where TM is mostly applied, business insights derived from TM application, and commonly utilised TM approaches. Findings – TM research in hospitality is conducted in five research areas: accommodation and lodging, food and beverages, attractions and events, nature-based tourism, and travel services. Researchers apply TM to gain nine different business insights, such as dissatisfaction drivers, segment-based preferences, sentiments, preference changes over time, service quality perception, or underexplored areas. Implications – TM-based research provides actionable recommendations for the enhancement of managerial practices within the hospitality industry, such as promotion and destination management, service improvements, and reduction of overtourism.

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