Using deep learning to investigate digital behavior in culinary tourism

Hasan M.R. Abdunurova A. Wang W. Zheng J. Shams S.M.R.
14 Jan 2021 Emerald Group Holdings Ltd.

Journal of Place Management and Development
2021 #14 Issue 1 43 - 65 pp.

Purpose: The purpose of this study is to gather insights into digital consumer behaviour related to Chinese restaurents by examining visual contents on Tripadvisor platform. Design/methodology/approach: Using the deep learning approach, this research assessed consumer-posted online content of dining experiences by implementing image analysis and clustering. Text mining using word cloud analysis revealed the most frequently repeated keywords. Findings: First, 4,000 photos of nine Chinese restaurants posted on Tripadvisor’s website were analyzed using image recognition via Inception V3 and Google’s deep learning network; this revealed 12 hierarchical image clusters. Then, an open-questionnaire survey of 125 Chinese respondents investigated consumers’ information needs before visiting a restaurant and after purchasing behavior (motives to share). Practical implications: This study contributes to culinary marketing development by introducing a new analysis methodology and demonstrating its application by exploring a wide range of keywords and visual images published on the internet. Originality/value: This research extends and contributes to the literature regarding visual user-generated content in culinary tourism.

Culinary tourism , Deep learning , Digital consumer behavior , Image analysis , Online contents , Text mining

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School of Business, Maynooth University, Maynooth, Ireland
Almaty Management University, Almaty, Kazakhstan
Rennes School of Business, Rennes, France
Newcastle University Business School, Newcastle upon Tyne, United Kingdom

School of Business
Almaty Management University
Rennes School of Business
Newcastle University Business School

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