A novel ChatGPT-based multimodel framework for tourism review mining: a case study on China’s five sacred mountains

Purpose: This study aims to introduce an innovative framework for mining tourism reviews that not only excels in sentiment analysis accuracy but also prioritizes user-friendly design for enhanced usability. 

Design/methodology/approach: Online reviews of China’s Five Sacred Mountains were analyzed using an integrated methodology. Sentiment analysis was performed using ChatGPT, bidirectional encoder representations from transformers (BERT) and convolutional neural networks, with ChatGPT demonstrating superior performance. Latent Dirichlet allocation extracted key attributes. Models including importance–performance analysis (IPA), asymmetric impact-performance analysis (AIPA) and importance–performance competitor analysis (IPCA) then synthesized findings. 

Findings: The results demonstrate that ChatGPT outperforms both machine learning and lexicon-based models in sentiment recognition, exhibiting performance comparable to that of the BERT model. In the case study, integrating sentiment analysis outcomes with IPA reveals deficiencies in both topics and attributes. Moreover, the synergistic combination of IPA, AIPA and IPCA furnishes actionable recommendations for resource management and enables nuanced monitoring of sustainability attributes. 

Practical implications: Leveraging this framework in conjunction with the ChatGPT platform for application development can bring practical convenience to the tourism industry. It supports sentiment analysis, topic categorization and opinion mining. Equipped with monitoring capabilities, it provides valuable insights for sustainable improvement, aiding managers in formulating effective marketing strategies. 

Originality/value: This research develops a novel multimodel framework integrating various ML/DL techniques and business models in a synergistic way. It provides an innovative and highly accurate yet simple approach to tourism review mining and enhances accessibility of advanced artificial intelligence for sustainable tourism monitoring, addressing limitations of prior methods.