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Exploring Tourist Emotions Through Online Reviews: The Case of Marrakech Attractions on TripAdvisor

In: Information and Communication Technologies in Tourism 2026

Author

Listed:
  • Samia Idbenssi

    (Cadi Ayyad University)

  • Aymane Malih

    (Cadi Ayyad University)

  • Larbi Safaa

    (Kauno kolegija Higher Education Institution Pramonės)

  • Dalia Perkumiene

    (SMK College of Applied Sciences)

Abstract

Although research on sentiment analysis is abundant, few studies focus on identifying the specific emotions expressed by tourists. In the context of experiential tourism and digital transformation, online reviews have become crucial for understanding travelers' emotional perceptions. Marrakech, an iconic Moroccan tourist destination, attracts particular attention on platforms such as TripAdvisor, where tourists widely share their feelings. This study addresses this gap by applying artificial intelligence and natural language processing to evaluate the tourist experience in Marrakech. Over 230,000 English-language reviews of the city’s attractions were automatically collected using a Python script with Selenium and BeautifulSoup. The BERTopic algorithm was employed to analyze the reviews and uncover dominant themes associated with specific emotions. The findings highlight substantial emotional variability, offering practical insights for e-reputation management and the improvement of tourism services.

Suggested Citation

  • Samia Idbenssi & Aymane Malih & Larbi Safaa & Dalia Perkumiene, 2026. "Exploring Tourist Emotions Through Online Reviews: The Case of Marrakech Attractions on TripAdvisor," Springer Proceedings in Business and Economics, in: Peter O'Connor & Mattia Rainoldi & Julia Neidhardt (ed.), Information and Communication Technologies in Tourism 2026, chapter 27, pages 399-414, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23925-9_27
    DOI: 10.1007/978-3-032-23925-9_27
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