application of artificial neural network in social media data analysis a case of lodging business in philadelphia文档.pdf

Application of Artificial Neural Network in Social Media Data Analysis: A Case of Lodging Business in Philadelphia Thai Le, Phillip Pardo and William Claster Abstract Artificial Neural Network (ANN) is an area of extensive research. The ANN has been shown to have utility in a wide range of applications. In this chapter, we demonstrate practical applications of ANN in analyzing social media data in order to gain insight into competitive analysis in the field tourism. We have leveraged the use of an ANN architecture in creating a Self-Organizing Map (SOM) to cluster all the textual conversational topics being shared through thou- sands of management tweets of more than ten upper class hotels in Philadelphia. By doing so, we are able not only to picture the overall strategies being practiced by those hotels, but also to indicate the differences in approaching online media among them through very lucid and informative presentations. We also carry out predictive analysis as an effort to forecast the occupancy rate of luxury and upper upscale group of hotels in Philadelphia by implementing Neural Network based time series analysis with Twitter data and Google Trend as overlay data. As a result, hotel managers can take into account which events in the life of the city will have deepest impact. In short, with the use of ANN and other complementary tools, it becomes possible for hotel and tourism managers to monitor the real-time flow of social media data in order to conduct competitive analysis over very short timeframes. Keywords Artificial neural networks (ANNs) Hospitality Social Media anal- ysis Kohonen Forecasting Competitive Analysis Lodging Hotel Occupancy T. Le () P. Pardo W. Claster Ritsumeikan Asia Pacific University, Jumonji Baru 1-1, Beppu, Oita, Japan e-mail: le.thai.jp@ P. Pardo e-mail: pardorit@apu.ac.jp W. Claster e-mail: wclaster@apu