Improving RE-SWOT Analysis with Sentiment Classification: A Case Study of Travel Agencies

Shu-Fen Tu, Ching-Sheng Hsu and Yu-Tzu Lu
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Shu-Fen Tu: Department of Information Management, Chinese Culture University, Taipei 11114, Taiwan
Ching-Sheng Hsu: Department of Information Management, Ming Chuan University, Taoyuan 33300, Taiwan
Yu-Tzu Lu: Department of Information Management, Ming Chuan University, Taoyuan 33300, Taiwan

Future Internet, 2021, vol. 13, issue 9, 1-17

Abstract: Nowadays, many companies collect online user reviews to determine how users evaluate their products. Dalpiaz and Parente proposed the RE-SWOT method to automatically generate a SWOT matrix based on online user reviews. The SWOT matrix is an important basis for a company to perform competitive analysis; therefore, RE-SWOT is a very helpful tool for organizations. Dalpiaz and Parente calculated feature performance scores based on user reviews and ratings to generate the SWOT matrix. However, the authors did not propose a solution for situations when user ratings are not available. Unfortunately, it is not uncommon for forums to only have user reviews but no user ratings. In this paper, sentiment analysis is used to deal with the situation where user ratings are not available. We also use KKday, a start-up online travel agency in Taiwan as an example to demonstrate how to use the proposed method to build a SWOT matrix.

Keywords: online travel agency; sentiment analysis; SWOT matrix; web crawler (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2021
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