The research, coordinated by Professor Barbara Antonucci, director of the Master’s program, with the collaboration of Nicole Cutrufo (Doitwell) for the focus on amusement parks, was carried out by analyzing over 1,300 reviews using a tool based on an AI algorithm, specially developed – as there was no budget for paid platforms or extensive API usage – by the students with the help of a faculty member.
The level of positivity in the comments was assessed by running queries and analyzing specific keywords. The study also examined the parks’ possible responses and the dates of the reviews. Comments in both Italian and English were analyzed, with results manually verified when necessary.
It was a complex project, carried out in this case with a proprietary tool that may differ in some ways from those conducted with expensive professional systems capable of interfacing, through APIs, with other data sets. Nonetheless, the results accurately reflect what is emerging on TripAdvisor.
Keywords: Guest Experience, Online Reputation, Reviews