Large Language Models Powered Aspect-Based Sentiment Analysis for Enhanced Customer Insights

• Autores: Mariana Água, Nuno António, Paulo Carrasco, Carimo Rassal
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 21, Nº 1, 2025, págs. 1-19
• Idioma: inglés
• DOI: 10.18089/tms.20250101
• Títulos paralelos:
  • Análise de Sentimentos por Aspetos com Modelos de Linguagem de Grande Escala para Melhor Compreensão dos Clientes
• Enlaces
  • Texto completo (pdf)
• Resumen
  • português

    Na era das redes sociais, o conteúdo gerado por utilizadores tornou-se essencial para organizações de turismo e hospitalidade. Métodos tradicionais de análise de sentimentos têm dificuldade em processar grandes volumes de dados e captar sentimentos implícitos. Este estudo explora o potencial da Análise de Sentimentos Baseada em Aspetos (ABSA) com Modelos de Linguagem de Grande Escala (LLMs) para melhorar a análise de sentimentos. Utilizando o GPT-4o via ChatGPT, são comparados três métodos: lógica difusa, análise manual e análise baseada no ChatGPT. Avaliaram-se 500 avaliações de hotéis all-inclusive, analisando a eficácia do ChatGPT na identificação de nuances linguísticas e subjetividade. Os resultados mostram elevada concordância entre ChatGPT e análise humana, destacando a capacidade do modelo em interpretar sentimentos complexos e automatizar classificações. Este estudo evidencia o potencial dos LLMs para transformar a análise de feedback, oferecendo insights mais profundos e melhorando a capacidade de resposta. Contribui para a academia com um modelo de aplicação de LLMs em ABSA, orientando avanços futuros.

  • English

    In the age of social networks, user-generated content has become vital for organizations in tourism and hospitality. Traditional sentiment analysis methods often struggle to process large volumes of data and capture implicit sentiments. This study examines the potential of Aspect-Based Sentiment Analysis (ABSA) using Large Language Models (LLMs) to enhance sentiment analysis. By employing GPT-4o via ChatGPT, we benchmark three approaches: a fuzzy logic-based method, manual human analysis, and a new ChatGPT-based analysis. We analyze a dataset of 500 all-inclusive hotel reviews, comparing these methods to assess ChatGPT's effectiveness in identifying nuanced language and handling subjectivity. The findings reveal a high similarity between ChatGPT and human analysis, showcasing ChatGPT’s ability to interpret complex sentiments and automate sentiment classification tasks. This study highlights the potential of LLMs in transforming customer feedback analysis, providing deeper insights, and improving responsiveness in the hospitality industry. These results contribute to academia by presenting a framework for using LLMs in ABSA and guiding future applications and development.

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