ChatGPT plays a crucial role in analyzing online comments from tourists, as demonstrated in this study. Through its analysis and interpretation capabilities, ChatGPT effectively identifies satisfaction factors in tourist comments regarding Zelve Open Air Museum, Paşabağı, Güray Museum, Göreme National Park, and Kaymaklı Underground City. By delineating both positive and negative factors, ChatGPT adds a new dimension to the evaluation of online comments. Moreover, ChatGPT assigns satisfaction scores to these factors, further enhancing its contribution to the analysis of tourist feedback. Overall, this study highlights ChatGPT's ability to parse online comments, identify satisfaction factors, and provide valuable insights into tourist experiences.
Cultural, Gastronomy, and Adventure Tourism Development
TopIntroduction
Cultural tourism encourages travelers to explore diverse cultures, histories, and tangible and intangible cultural heritage (Du Cros & McKercher, 2020; Ergen, 2020). This type of exploration often provides tourists with an educational and enriching experience (Salazar, 2017). Visiting historical sites, exploring art museums, or participating in traditional festivals can foster tourists' knowledge and cultural understanding (Seyfi et al., 2020). In cultural tourism destinations, tourists also have the opportunity to interact with residents, which can enhance the experience by providing insights into the destination's culture (Reisinger, 1994). Increased interaction with locals can also create a more authentic and memorable tourist experience (Richards, 2013). These positive experiences play a crucial role in elevating the satisfaction levels of tourists engaged in cultural tourism, thereby enhancing their overall enjoyment and contentment with their travels (Lin & Kuo, 2016).
Tourist satisfaction can create a positive feedback loop for tourism destinations (Roxas et al., 2020). It can contribute to tourists' repeat visits, destination recommendations, and the overall success of cultural tourism (Chen & Rahman, 2018). Due to this importance, various studies have been conducted to determine the satisfaction of tourists participating in cultural tourism (Guerrero-Rodriguez et al., 2023; Marine-Roig, 2021; Quang et al., 2023; Taecharungroj & Mathayomchan, 2019). With this research, it is possible to determine the satisfaction status of tourists by examining their comments. In this way, inferences can be made about the satisfaction of tourists by reviewing the comments of tourists on different platforms. In addition, information is provided on various issues, such as factors affecting tourists' satisfaction and reasons for preference. Thus, both the satisfaction of tourists and an idea about the general situation of the destination are obtained.
ChatGPT, which has recently been influential in many fields, is frequently used by researchers. One of these areas is the tourism sector (Demir & Demir, 2023a). Researchers emphasize that it affects many tourism sector stakeholders (Demir & Demir, 2023b). With the prevalence and acceptance of ChatGPT, research in the tourism sector is beginning to be realized in different ways (Dwivedi et al., 2023). Examining individuals' reviews with ChatGPT is one of them (Dalgıç, 2023; Koç et al., 2023). Dalgıç (2023) studied customer comments in restaurant businesses with ChatGPT and determined customer anger levels with ChatGPT. Koç et al. (2023) examined ChatGPT as a management response to customer complaints in hotel businesses. In both studies, comments on TripAdvisor were analyzed.