Predicting user engagement with textual, visual, and social media features for online travel agencies' Instagram post: evidence from machine learning

IF 5.7 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Current Issues in Tourism Pub Date : 2023-11-06 DOI:10.1080/13683500.2023.2278087

Hyunsang Son, Young Eun Park

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Abstract

ABSTRACTBy utilizing supervised, unsupervised, and transfer learning techniques, the present article analyzes the entire three major online travel agencies’ Instagram posts (n = 6,083) to investigate which features contribute more to predicting the user engagement. Among 109 textual, visual, and social media post specific features that we initially extracted, we find the important features using the XGBoost algorithm and estimate the effects of each feature on user engagement (i.e. number of likes) using Negative Binomial regression. The results indicate that OTAs should emphasize the travel related emotion, luxurious, outdoorsy, and celebration in the post wordings in captions but should avoid the big words (words with more than six letters). In terms of images, it is recommended to use the image with fewer lines, fewer parallel lines, but more corners. For an Instagram message-delivering strategy, uploading a post during the evening is recommended.KEYWORDS: Transfer learningMachine learningInstagramOnline travel shoppingOnline travel agency (OTA) Disclosure statementNo potential conflict of interest was reported by the author(s).

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通过文本、视觉和社交媒体功能预测在线旅行社Instagram帖子的用户参与度:来自机器学习的证据

摘要本文运用监督学习、无监督学习和迁移学习技术，分析了三家主要在线旅行社的Instagram帖子(n = 6083)，以探讨哪些特征更有助于预测用户参与度。在我们最初提取的109个文本、视觉和社交媒体帖子特定特征中，我们使用XGBoost算法找到了重要特征，并使用负二项回归估计了每个特征对用户参与度(即点赞数)的影响。结果表明，ota应在标题中强调与旅游相关的情感、奢华、户外、庆祝等，但应避免使用大词(超过6个字母的词)。在图像方面，建议使用线条较少，平行线较少，但角较多的图像。要想在Instagram上发布消息，建议在晚上上传。关键词:迁移学习机器学习instagram在线旅游购物在线旅行社(OTA)披露声明作者未报告潜在的利益冲突。

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来源期刊

Current Issues in Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

15.50

自引率

10.00%

发文量

230

期刊介绍： Journal metrics are valuable for readers and authors in selecting a publication venue. However, it's crucial to understand that relying on any single metric provides only a partial perspective on a journal's quality and impact. Recognizing the limitations of each metric is essential, and they should never be considered in isolation. Instead, metrics should complement qualitative reviews, serving as a supportive tool rather than a replacement. This approach ensures a more comprehensive evaluation of a journal's overall quality and significance, as exemplified in Current Issues in Tourism.