Exploring destination's negative e-reputation using aspect based sentiment analysis approach: Case of Marrakech destination on TripAdvisor

The allure of urban green spaces has captured the attention of researchers, especially in regions abundant in botanical wonders worldwide. Surprisingly, the case of Morocco, a country with a strong botanical tradition, has received little attention from researchers. Here, we explore the unique case of the emblematic "Majorelle Garden" in Marrakech, southern Morocco, through the reviews of its many visitors posted on the TripAdvisor platform. This article looks at the question "to what extent can a garden—such as the Majorelle—be a major attraction in a cultural tourist destination?". Methodologically, we adopted a quantitative approach, examining visitors' sentiments using the VADER tool from 2006 to 2023, and classifying them into three categories: negative, neutral, and positive. Furthermore, by utilizing LDA (latent dirichlet allocation), we uncover key topics running through visitors' experiences. Our findings show that positive sentiments prevail, given the culturo-historical and symbolic quality of the garden as a crucible and vector of creativity, with the emergence of sub-corpuses that highlight certain divergences and convergences around the "Majorelle" case. This insight supports sustainability efforts by empowering the managers of the garden studied and industry professionals to develop and implement relevant strategies for managing and marketing the garden tourism attraction experience. In addition, this case study shows how a private urban garden reveals its key role in preserving cultural and botanical heritage, essential for future generations. It shows the garden's positive impact on sustainable tourism through its ability to attract cultural visitors who appreciate and respect the local environment.