earticle

영어

With social media growing fast, user-generated content (UGC) has become a key factor in influencing how consumers decide what to buy, especially in the travel and hospitality sector. But there are a lot of fake and extreme reviews, which are making it hard for customers to make the right choice and making competition in the market unfair. The present study focuses on YouTube, a platform with high global activity, and proposes a systematic solution that combines Natural Language Processing (NLP) and machine learning methods (e.g., VADER Sentiment Analysis, Support Vector Machine SVM, and LDA Topic Modelling) for identifying and filtering fake and extreme remarks in hotel reviews. This approach has been shown to enhance the automation and precision of review screening processes. Furthermore, it provides a theoretical foundation and practical methodologies to improve the online information ecology, thereby enhancing the quality of user decision-making.