An Investigation Into Antecedents Of Tourists’ Dissatisfaction In Destination Attractions In The Caribbean Through Text Mining

With the development of Web 2.0,online reviews have become the centre of tourism studies,with destination attractions research gaining popularity.Understanding tourists’complaints through these reviews has since become vital in maintaining destination attractiveness.This research identifies antecedents of tourists’ dissatisfaction in attractions through Latent Dirichlet Allocation(LDA)topic modelling analysis of the negative sentences captured in online tourism reviews.In total,327628 online reviews from nineteen categories of tourist attractions in the Caribbean were obtained from Trip Advisor for this study.The results indicate that shopping areas,such as Markets,Malls and Antique Stores,generally receive the highest level of negative comments from tourists visiting Caribbean attractions while a general sense of disappointment was echoed throughout each attraction category.LDA uncovers the dimensions of dissatisfaction across each attraction category as it revealed harassment from vendors and tour guides to be the most prevalent topics of tourists’complaints across attractions.These revelations can provide Destination Management Organisations(DMOs),such as the Caribbean Tourism Organisation(CTO),with key insights to improve tourism offerings in the region.