Analytics of Digital Platforms to Increase the Service Potential of Spa and Thai Massage Entrepreneurs in Chiang Mai Province
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Abstract
This research aims to gather, analyze, and synthesize data on the usage patterns of digital platforms by users of Thai massage services in Chiang Mai province. It utilizes data collection systems to inform the development of digital platform service models and presents visualization data using Big Data analysis techniques to enhance the efficiency of digital platforms for Thai massage operators in Chiang Mai. The research employs a mixed methods approach, with two sample groups: Group 1 obtained through text scrapping of post-service comments from internet-based establishments, totaling 489 entries, and Group 2 obtained through random sampling of 500 service users' opinions from TripAdvisor.com and Wongnai.com. The data is analyzed using Natural Language Processing (NLP) software and sentiment analysis libraries in Python, categorizing sentiments as positive, negative, or neutral. Additionally, a survey of 500 respondents is statistically analyzed, and the findings are presented visually to aid operators in understanding current service trends and developing future strategies. The analysis of survey responses reveals trends in the use of digital platforms affecting the comparative advantages of Thai massage and spa services. This study's findings can be applied to future data analysis methods leveraging natural language, incorporating user feedback and critiques to assess the strengths, weaknesses, opportunities, and threats associated with digital platforms continually evolving in conjunction with Thai massage and spa services. Thus, it underscores the necessity of analyzing sentiment expressions in reviews using machine learning techniques.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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