Augmenting Human Intelligence: Artificially, Socially, and Ethically

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    Artificial Intelligence and Visual Analytics: A Deep-Learning Approach to Analyze Hotel Reviews & Responses
    ( 2019-01-08) Ku, Chih Hao ; Chang, Yung-Chun ; Wang, Yichuan ; Chen, Chien-Hung ; Hsiao, Shih-Hui
    With a growing number of online reviews, consumers often rely on these reviews to make purchase decisions. However, little is known about managerial responses to online hotel reviews. This paper reports on a framework to integrate visual analytics and machine learning techniques to investigate whether hotel managers respond to positive and negative reviews differently and how to use a deep-learning approach to prioritize responses. In this study, forty 4- and 5-star hotels in London with 91,051 reviews and 70,397 responses were collected and analyzed. Visual analyses and machine learning were conducted. The results indicate most hotels (72.5%) showing no preference to respond to positive and negative reviews. Our proposed deep-learning approach outperformed existing algorithms to prioritize responses.
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