Analysis of Shopping Mall Tourist Satisfaction in Bangkok Using Word Cloud of Online Reviews

Abstract

The tourism industry is very important to prioritize, especially for developing countries like Thailand. The increase in tourist visits to Bangkok also triggers the potential for a rise in Bangkok tourism during the pandemic. In this study, shopping malls are one of the attractive attractions for a capital city like Bangkok. Tourist expectations of attraction must be realized so that satisfaction can be realized and created revisit. In the digitalization era, the internet’s use to find and disseminate information has become commonplace. Tripadvisor.com is one of the leading review sites, which already has many reviewers, and is the case study in this research. Using Word Cloud as an analysis technique and clustering of data reviews, several important factors influence tourist satisfaction. Based on the 1186 clustered reviewers, several factors were produced, such as Place Quality, Location Access, Support Facilities, Price, and Seller Attitude. These factors can influence the decision to visit shopping malls in Bangkok because they represent tourist satisfaction.