jailcd2020047: Place Branding Reputation by Online Reviewers' Perceptions using Sentiment Analysis of Thematic Park in Bandung City, Indonesia

Abstract

Online reviews for a wide variety of products and services are being created every day by customers to express their opinion about consumed goods and services. Reviews and ratings on the Internet are increasing their importance in the evaluation of products and services by potential customers. Opinion Mining and Sentiment Analysis are important for determining opinions on brands and services or understanding consumers' attitude. This research contains how to use data from the reviewers' opinion and expectation to be a tool to determine the perceptions of visitors. Branding of park uses sentiment analysis to evaluation, find and, measure visitor's opinion and attitudes towards their brand and services. Analysis sentiment on the social network provides excellent source data and will provide insight that can determine brand reputation. Text analysis process on the social network providing excellent source data and insight determining brand reputation. Then, sentiment analysis was used to evaluate visitor's opinion and attitudes towards their brand and services. The score of brand reputation from 10 thematic parks in Bandung is 68.60%. This shows that thematic parks have a good reputation, but with the acquisition of these values, it becomes a reference in improving the quality of the park.