Veri ve metin madenciliği ile hava yolu işletmelerinin Covid-19 öncesi ve sonrası sosyal medya yorum ve skorlarının değerlendirilmesi

Yıl 2022, Cilt: 15 Sayı: 4, 998 - 1022, 25.10.2022

İbrahim Budak , Arzu Organ

https://doi.org/10.25287/ohuiibf.1149801

Cited By: 1

Öz

Veri ve metin madenciliği, anlamlı ilişkileri ve eğilimleri ayırt etmek için kullanıcıların taleplerine göre yapılandırılmış, yarı yapılandırılmış ve yapılandırılmamış büyük bir veri miktarını analiz etme sürecidir. İşletmeler, veri ve metin madenciliği teknikleri kullanarak hem kendi işletmeleri içerisinde hem de rakipleri ile rekabette yaşadıkları sorunlarına etkili çözümler üretebilmektedirler. Böylece elde ettikleri bilgiyi rekabet avantajına çevirebilmektedirler. Bu araştırmada, veri ve metin madenciliği algoritmaları kullanılarak rekabete dayalı pazarda müşterilerin istek ve ihtiyaçlarına göre hava yolu firmalarının üstün ve zayıf yönlerinin değerlendirilmesi amaçlanmıştır. Bu araştırmada, sosyal medya sitelerinden olan TripAdvisor’daki çevrimiçi seyahat incelemeleri araştırma kapsamına alınmıştır. Star Alliance küresel hava yolu birliğine üye 26 hava yolu firması değerlendirilmiştir. Araştırmada kullanılan kriterler; her bir kullanıcının yorum ve skorları temel alınarak belirlenmiştir. Duygu Analizi ile müşteri yorumlarından polariteleri belirlendikten sonra Destek Vektör Makineleri, Naive Bayes, Derin Öğrenme Algoritmaları ile sınıflandırma ve tahminleme yapılarak elde edilen sonuçlar karşılaştırılmıştır. Bunun yanı sıra sonuçlar, Covid-19 pandemisi öncesi ve sonrası olarak da karşılaştırılmıştır. Yapılan karşılaştırmada Derin Öğrenmenin daha iyi sonuç verdiği saptanmıştır.

Anahtar Kelimeler

Veri ve Metin Madenciliği, Hava Yolu, Destek Vektör Makineleri, Naive Bayes, Derin Öğrenme

Evaluation of social media comments and scores of airline companies before and after Covid-19 with data and text mining

Öz

Data and text mining is the process of analyzing a large amount of semi-structured, unstructured and structured data based on users' demands to distinguish meaningful relationships and trends. By using the data and text mining techniques, companies can produce effective solutions to the problems within their business and with their competitors. Thus, they can turn this information into competitive advantage. In this study, it is aimed to evaluate the strengths and weaknesses of airline companies in competitive market according to the demands and needs of customers through using the data and text mining algorithms. In this research, online user reviews on TripAdvisor which is one of the social media sites was included in this research. 26 airlines which are the members of Star Alliance Global Airline Association were evaluated. The criteria used in this research was determined based on the comments and scores of each user. After determining the polarities from customer comments with Sentiment Analysis, the results obtained by classification and estimation with Support Vector Machines, Naive Bayes, Deep Learning Algorithms were compared. In addition, the results were compared before and after the Covid-19 pandemic. In the comparison made, it was determined that Deep learning gives better results.

Anahtar Kelimeler

Data andMining, Airline, Support Vector Machines, Naive Bayes, Deep Learning

Kaynakça

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