Mitigating tourism seasonality: an explanatory sequential analysis of TripAdvisor on temple experiences. A case study of Phuket Online publication date: Mon, 08-May-2023
by Kris Sincharoenkul; Nichapat Sangkaew
International Journal of Tourism Policy (IJTP), Vol. 13, No. 3, 2023
Abstract: Seasonality is a recurring problem affecting a weather-related destination, and cultural tourism has the potential to mitigate such a problem. Buddhist temples are famous tourist sites in Thailand that can be visited throughout the year. This paper aimed to determine the influential factors of tourists' positive experiences on their temple visits. Using the Naïve Bayes algorithm, 11,696 English reviews of 14 Buddhist temples in Phuket from the TripAdvisor website were retrieved and analysed. With a model accuracy of 70.4%, the results reported the 28 terms reflecting tourists' positive and negative experiences visiting famous temples. The content analysis of tourists' reviews based on each term found five factors influencing positive experiences: temple atmosphere, religious actions, temple integration, scenery and worthiness. Three negative factors were also found: safety, tourist expectation and external surrounding. The results are discussed, and practical implications as a suggestion for policy-making are derived.
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