Evaluation of Tourism Object Rating Using Naïve Bayes, Support Vector Machine, and K-Means for Business Intelligence Application in Indonesia Tourism
Sitti Rahmah Jabir, Purnawansyah Purnawansyah, Herdianti Darwis, Harlinda Lahuddin, Amaliah Faradibah, Andi Widya Mufila Gaffar · 2024
Nowadays, Indonesia's tourism sector faced challenges in light of the global recession threat. These challenges encompassed high airline ticket prices and inflation, which in turn influenced consumer spending patterns. To tackle these difficulties, the Ministry of Tourism had taken steps to allow foreign investments in the potential tourism object to invest. The involvement of foreign investors had contributed to substantial growth and advancement within Indonesia's tourism industry, thereby presenting numerous opportunities for prospective investors. Indonesia has set a target of attracting more than 7 million foreign tourists by the year 2023, which has increased double from previous year. Based on the literature, the researcher's objective is to analyze the potential of public tourism sites, categorizing them as viable prospects for potential investors. The data had been obtained from Kaggle which the target variable was the rating from 1 to 5. The initial classification attempt, which utilized these five categories, proved unsatisfactory, prompting the application of unsupervised learning techniques to reduce the number of target variable categories. Through the utilization of k-means clustering, the final classification resulted in two overarching categories: “good” and “bad” ratings. Subsequent analysis revealed that Naïve Bayes emerged as the most effective algorithm for this classification task, albeit with no significant difference in results when compared to support vector machines. In conclusion, future research endeavors might consider exploring alternative unsupervised learning methods or conducting more comprehensive feature selection processes before implementing the classification.